Advertising & Promotion

IMC (Integrated Marketing Communications)

Using multiple promotional tools together to build brand awareness, identity, and preference.

Promotion

Communication process to create a positive view of the brand.

Promotional Mix

Combination of tools used to communicate with an audience.

Primary Demand Stimulation

Create demand for a whole product category (ex: energy drinks before Red Bull existed).

Selective Demand Stimulation

Promote one specific brand vs competitors.

Direct-Response Promotion

“Act now” – immediate response (call now, limited sale).

Delayed-Response Promotion

Builds brand image so buyers remember it later.

Brand Advertising

Highlights features and benefits of one brand.

Corporate Advertising

Improves company image overall.

Inform → Persuade → Remind

Three-step cycle of communication.

Advertising

A paid, mass-mediated attempt to persuade.

Informational (Pioneering) Ads

Introduce a new product / show benefits.

Persuasive (Competitive) Ads

Convince buyer to choose this brand.

Reminder Ads

Keep product in customer’s mind.

Institutional Advertising

Focuses on the company — not a specific product.

Advocacy Ads

Support a cause or stance.

Informational Institutional Ads

Educate about company.

Persuasive Institutional Ads

Build preference for the company.

Reminder Institutional Ads

Keep company top-of-mind.

Target Audience

Who the ad is for.

Segmentation

How the market is divided into groups.

Ad Appeal

Type of message tactic (fear, humor, emotional, etc).

Advertising Objectives

Awareness, trial, sales goals.

Fear Appeal

Warn about consequences (insurance).

Humor Appeal

Makes brand memorable.

Sex Appeal

Uses sensual imagery for attention.

Emotional Appeal

Triggers feelings to connect with the brand.

Reach

Number of people exposed to an ad.

Frequency

Average number of times someone sees an ad.

Ratings

Percentage of households watching a show.

CPM

(Cost ÷ Impressions) × 1,000 — cost per 1,000 impressions.

Television - Pros

Massive reach; combines sight, sound, motion.

Television - Cons

Expensive; short exposure; limited detail.

Radio - Pros

Cheap; local audience targeting.

Radio - Cons

No visuals; may be ignored.

Magazines - Pros

High-quality visuals; niche audiences; long lifespan.

Magazines - Cons

Slow to publish; competes for attention.

Newspapers - Pros

Fast placement; strong local reach.

Newspapers - Cons

Poor image quality; short lifespan; declining circulation.

Digital/Internet - Pros

Interactive; track engagement; long-form possible.

Digital/Internet - Cons

Blurry line between ads and content; too much info; bot clicks.

Outdoor Media - Pros

Cheap; great visibility; good for local ads.

Outdoor Media - Cons

Must be simple; lack detail; seen as ugly by some.

Continuous Schedule

Ads run steadily all year.

Flighting Schedule

Ads run in on/off cycles.

Pulsing Schedule

Continuous ads + occasional bursts.

Sales Promotion

Short-term incentives to boost sales.

Coupons

Encourage trial or repeat purchase.

Rebates

Reduce cost after purchase.

Samples

Let customers try before buying.

Contests

Build engagement.

Sweepstakes

Attract quick attention.

Personal Selling

Face-to-face selling between buyer and seller.

PR (Public Relations)

Influence opinions through unpaid or indirect communication.

PR Tools

News stories, editorials, product announcements.

Direct Marketing

Direct contact to trigger action (call, buy, visit).

Direct Marketing Formats

Face-to-face, mail, catalogs, telemarketing, online.

Customization in Direct Marketing

Key strategy — tailored messaging works best.

Paid Media

PPC ads, influencers, display ads.

Owned Media

Brand’s own website, social accounts, blog.

Earned Media

Shares, mentions, reviews (you don’t pay for).

Digital Marketing Trifecta

Combining paid, owned, and earned media.

Situation Analysis

Review industry, SWOT, competitors.

Market-Product Focus

Targeting & positioning.

Marketing Program

Product, price, place, promotion.

Financial Projections

Estimate cost and sales.

Implementation

Who does what in marketing plan.

Evaluation/Control

Measuring success at the end.