CH 1: Advertising and IMC Today

Exam 1

What is the difference between marketing and advertising?

Marketing focuses on what to sell and where to sell and the goal it to bring in revenue/ ear a profit.Advertising is the communication a brand (product, price, place, promotion) uses to persuade consumers to purchase.

What is the difference between advertising and public relations?

Advertising is a paid promotion of products or services, while public relations manages a brand's image and relationships with the public. Advertising is paid, message control, long shelf life, no third party cred, pr is free, less control, short shelf life, third party credibility.

What is integrated marketing communications and why do companies practice it?

The building profitable relationships (between companies and consumers) through coordinated strategic communications that form togeather into one idea. Companies practice it to ensure that all communications are aligned, maximizing impact and improving customer engagement.

What are the 4 sources of brand messaging

planned message, product messages, service messages, unplaned messages

planned messages

messages created intentionally to convey specific information about a brand or its offerings. Advertising, publicity release, low impact, people may recognize ther are trying to get them to buy

product message

information conveyed through the characteristics, performance, and branding of a product itself. Product, price, packaging , great impact. ex: apple with sleek simple design

service messages

communications related to the support and customer service experience associated with a brand. Employee interactions, positive or negative

unplanned messages

messages that occur without intentional design, usually resulting from public relations, customer feedback, or word-of-mouth. news stories, rumors, competitors remarks, disasters, company has limited influence, but PR can influence customer response

Advertising

paid mediated (television) form of communication, and identifiable source, designed to persuade the received to take some action now or in the future, goal is to inform, persuade, and remind groups of consumers about the need-satifying value of the company’s goods

• Structured form of communication

• direct at message receivers (eg consumers)

• paid

• usually persuasive

• sponsor identified

• uses non personal medium or channel (tv, radio, google)

Marketing

business function whose role is to bring in revenue or make a profit by satisfying consumer needs. Goal: to earn profit for firm by achieving the exchange of products of services with those who need or want them

Integrated Marketing Communications IMC

A strategic approach that coordinates various promotional tools and channels to deliver a consistent message about a brand or product, enhancing consumer engagement and maximizing impact.

Medium

an instrument or communications vehicle that carries or helps transfer a message from the sender to receiver.

Mass Media

Print or broadcast media that reach very large audiences including radio, television, newspapers, magazines, and billboards

Consumers

individuals who purchase goods and services for personal use, influencing market demand and advertising strategies.

Stakeholders

individuals or groups with an interest in a company's success, including customers, employees, investors, and the community.

Target Audience

the specific group of individuals to whom the advertising message is directed

Target Market

The market segment or group within the market segment toward which all marketing activities will be directed

Relationship Marketing

creating, maintaining, and enhancing long term relationships with stakeholders that result in exchanges of mutual value

Communication process: Source Dimensions

Advertising effectiveness depends on the credibility, attractiveness, and trustworthiness of the source delivering the message

includes the sponsor who is legally responsible for the message, the author who creates it, and the persona within the ad that gives the message its voice or tone.

Communication process: Message dimensions

Advertisers design messages using rational or emotional appeals, structure, and execution style to persuade the audience.

can be structured as autobiography (first-person storytelling), narrative (third-person storytelling), or drama (characters acting before an imagined empathetic audience).

Communication process: Receiver dimension

Advertising must account for the target audience’s demographics, psychographics, motivation, and selective perception.

Ads address implied consumers assumed by the message, sponsorial consumers who approve whether the ad runs, and actual consumers who make up the real target audience

Communication process: Feedback/interactivity

let advertisers know whether the message was received and understood and help identify when communication breaks down. also allows advertisers to measure audience response and adjust campaigns through two-way communication.

Product

includes the category of goods or services offered, along with their features, benefits, and design and packaging

Price

refers to the strategies a firm uses to set competitive prices for its goods or services

Place

involves decisions about distribution channels and geographic availability of the product.

Promotion

consists of the communication channels and messages used to inform, persuade, and remind consumers about the product.

Personal selling

a sales method based on person-to-person contact, such as by a salases person at a retail establishment or by a telephone solicitor

Product advertising

Advertising intended to promote goods and services; also a functional classification of advertising

sales promotion

a direct inducement offering extra incentives all along the marketing route- from manufactures through distribution channels to customers- to accelerate the movement of product from the producer to the consumer

public relations

The strategic management of the relationships and communications that individuals and organizations have with other groups *called publics) for the purpose of creating mutual good will. primary role ir to manage a company’s reputation and help build public consent for its enterprises

collateral materials

All the accessory non media advertising materials prepared by manufacturers to help dealers sell a product- booklets, catalogs, brochures, films, trade show exhibits, sales kits, and so on