Chapter 1 Advertising and IMC Fundamentals

Marketing Definition

A business function (activity, institutions, processes for creating, communicating, delivering, exchanging

offerings) whose role is to bring in revenue or make a profit by satisfying consumer needs

Advertising Definition

A paid, mediated form of communication from an identifiable source designed to persuade receivers to take action.

Main Goal of Advertising

To inform, persuade, and remind groups of consumers about the need-satisfying value of a company's goods or services.

Public Relations Definition

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

Advertising vs. PR (Cost)

Advertising is a paid form of communication, whereas public relations is generally free.

Advertising vs. PR (Credibility)

Public relations benefits from third-party credibility, which traditional advertising typically lacks.

Integrated Marketing Communications (IMC)

Building profitable relationships between companies and consumers through coordinated strategic communications using 'one voice.'

Why IMC?

Consumers use all information to generate their perception of the brand , coordination between elements, helps companies adopt a consumer-centric

perspective in creating brand message

Four Sources of Brand Messaging

Planned messages, product messages, service messages, and unplanned messages.

Planned Messages

Low-impact brand messages that include traditional advertising and publicity releases.

Product Messages

Great-impact brand messages stemming directly from the product, its price, and its packaging.

Unplanned Messages

Messages like news stories, rumors, and viral videos where the company has limited direct influence.

Relationship Marketing

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

Stern Model: Source Dimensions

Consists of the sponsor (legally responsible), author (creator), and persona (spokesperson within the text).

Stern Model: Message Dimensions

Includes autobiography (I tell you), narrative (third person storytelling), and drama(acting) styles of storytelling.

Stern Model: Receiver Dimensions

Includes implied consumers, sponsorial consumers (decision-makers), and actual consumers.

Four Ps of Marketing

Product, Price, Place, and Promotion.

Advertising's Role in the 4 Ps

Advertising is a key component of Promotion.

Types of Marketing Communications (Marcom)

Product advertising, personal selling, sales promotion, public relations, and collateral materials.