Chapter One Outline0 - Chapter 1 The World of Integrated...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 1 The World of Integrated Marketing Communication 1-1 Promotion via Integrated Marketing Communication • Promotion The communications process in marketing that is used to create a favorable predisposition toward a brand of product or service. • Promotional Mix A blend of communications tools used by a firm to carry out the promotion process and communicate directly with audiences. • Advertising A paid, mass-mediated attempt to persuade . • Common Promotional Tools Advertising is the most widely used promotional tool, but it is still just one part of the promotional mix. For example, it may be combined with contests and websites. 1-3 Advertising Sales promotions Direct marketing Personal selling Event sponsorships Contests Social media Branded entertainment Discovery YouTube Advertising To remind consumers that Heinz ketchup is a product the company has “cared for from seed to plate,” the company’s advertising combines the “No one grows Ketchup like Heinz” slogan with images of fresh tomatoes. Promotion via Integrated Marketing Communication, Continued 1-4 Promotion via Integrated Marketing Communication, Continued 1-5 Exhibit 1.1 Is it an Ad? Promotion via Integrated Marketing Communication, Continued 1-5 Exhibit 1.1 Is it an Ad? Promotion via Integrated Marketing Communication, Continued • Integrated Marketing Communications (IMC) The process of using a wide range of promotional tools working together to create widespread brand exposure. • The focus in IMC is on building brand awareness, identity, and eventually preference. IMC is a process rather than an immediate tool to drive sales. • IMC uses a well-coordinated promotional mix to target customers in different ways and to achieve broad exposure for the brand while keeping a consistent brand message. • Advertising Campaign A series of coordinated promotional efforts that communicate a single theme or idea about the brand. 1-6 Notice the similar look and consistent feel of these two Altoids ads in this well-connected and well-executed advertising campaign. Promotion via Integrated Marketing Communication, Continued 1-7 Mass-Mediated Communication • Mass-Mediated Communication Communication delivered through a medium designed to reach more than one person, typically a large number—or mass—of people. Advertising is mass mediated. • Mass communication has two major components, each representing quasi-independent processes: production and reception . These components are not entirely independent because the producer and receiver have a sense of each other although they do not have direct contact. Between production and reception are the mediating (interpretation) processes of accommodation and negotiation ....
View Full Document

This note was uploaded on 02/29/2012 for the course ADV 300 taught by Professor Hall during the Spring '08 term at University of Illinois, Urbana Champaign.

Page1 / 30

Chapter One Outline0 - Chapter 1 The World of Integrated...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online