Advertising and IBP: O'Guinn et al

1. © 2009 South-Western, a part of Cengage Learning Chapter 1 The World of Advertising and Integrated Brand Promotion PPT 1-1

3. The lines between entertainment and advertising/IBP are blurring—”Madison & Vine”

4. Firms use advertising/IBP to build brands

5. Firms of all sizes need and use advertising

6. Advertising is just one of many tools in IBP

7. Advertising/IBP do not guarantee success—8 of 10 new products fail

8. People have all sorts of positive and negative (mis)perceptions about advertising and promotionPPT 1-2

10. The communication must be delivered through mass media

11. The communication must be attempting to persuadePPT 1-3

13. IBP uses a wide ranges of tools including:

14. Advertising

15. Point of Purchase (in-store) materials

16. Direct Marketing (catalogs, infomercials, email)

17. Personal Selling

18. Internet advertising

19. Blogs

20. Podcasting

21. Event sponsorship

22. Brand entertainment (product placement on TV shows, in movies)

23. Outdoor signage/billboards

24. Public relations

25. Influencer (peer-to-peer) communications

26. Corporate advertisingPPT 1-4

29. Reception: The context of ad reception and the audience’s understanding of an ad result in a meaningful interpretation of the ad.

30. Accommodation and negotiation: The ways in which consumers interpret adsPPT 1-6

32. Business Organizations

33. The Trade Channel

34. Professionals

35. GovernmentPPT 1-7

37. International advertising

38. National advertising

39. Regional advertising

40. Local advertisingPPT 1-8

41. Ad in Context Example This ad ran in Italy. Do you think this is a “global” or “international” ad? What’s the difference? PPT 1-9

42. Advertising as a Business Process The role of advertising in the marketing mix Advertising in brand management Advertising in market segmentation, differentiation, and positioning Advertising in revenue and profit generation PPT 1-10

43. The Role of Advertising in the Marketing Mix The Marketing Mix Perceived Value Distribution Product Promotion Price PPT 1-11

45. Introduction of new brands and extensions

46. Building and maintaining brand loyalty/brand equity

47. Creating an image/meaning

48. Building brand loyalty in the trade channelPPT 1-12

50. Occupies a “value” level

51. External niche vs. internalPPT 1-13

53. Economies of scale: higher volume results in lower unit costPPT 1-14

55. Selective demand stimulation

56. Direct response advertising

57. Delayed response advertising

58. Corporate advertisingPPT 1-15

59. Ad in Context Example Is this ad an example of primary or selective demand stimulation? What’s the difference? PPT 1-16

60. The Economic Effects of Advertising Gross Domestic Product Business Cycles Competition Prices Value PPT 1-17

61. Special Events Television Advertising C o u p o n s From IMC to IBP Coordinated promotional activities reinforce one another PPT 1-18