Content | Chap 17, 18: IMC, Advertising, PR

Key Definitions

• Marketing - how do we get products into people’s hands? Consider product, price, place, & promotion

• Advertising - paid, mediated way to help get products into people’s hands (more of a one-off) 

• IMC - promotion-focused efforts aimed at creating one unified message from a brand, regardless of where they hear from you

• Public Relations: how do we shape public perception and build trust with consumers, media, and other audiences through paid, owned, and earned communication?

A Closer look at Advertising

Advertising is a paid, mediated form of  communication from an identifiable source,  designed to persuade the receiver to take some  action, now or in the future.

Breaking it Down

• Paid

• Mediated

• Communication

• Source

• Persuade

• Now or later

  • Awareness vs. Action Advertising

Ad Campaign Development Process

• Problem/Challenge Identification

• Secondary Research

• Primary Research

• SWOT 

• Objectives and Target Market Profiles

• Product Positioning and Communication Strategy

• Media Strategy/Tactics and Media Planning and Buying

• Creative Strategy/Briefs/Big Idea

• Measurement and Evaluation