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Advertising & ibp
1) Integrated Brand Promotion (IBP) uses a wide range of promotional tools working together to create brand exposure, including advertising, direct marketing, public relations, sponsorships, and product placements. 2) Advertising is one component of IBP and must meet four criteria - it must be paid for, identify the advertiser, be delivered through mass media, and attempt to persuade. 3) IBP and advertising aim to build brands, introduce new products, and create brand loyalty, though 8 in 10 new products ultimately fail.
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Advertising & ibp
- 1. The World ofAdvertising and Integrated Brand Promotion Utkarsh Saxena
- 2. We need perspectiveon advertising and IBP! • Technology and consumer control are reshaping the communications environment • The lines between entertainment and advertising/IBP are blurring —”Madison & Vine” • Firms use advertising/IBP to build brands
- 3. We need perspectiveon advertising and IBP! • Firms of all sizes need and use advertising • Advertising is just one of many tools in IBP • Advertising/IBP do not guarantee success—8 of 10 new products fail • People have all sorts of positive and negative (mis)perceptions about advertising and promotion
- 4. Four criteria mustbe met for a communication to be classified as advertising: • The communication must be paid for • The advertiser must be identified • The communication must be delivered through mass media • The communication must be attempting to persuade We need perspective on advertising and IBP!
- 5. Integrated Brand Promotion(IBP) is the process of using a wide range of promotional tools working together to create widespread brand exposure. We need perspective on advertising and IBP!
- 6. • Event sponsorship •Brand entertainment (product placement on TV shows, in movies) • Outdoor signage/billboards • Public relations • Influencer (peer-to-peer) communications • Corporate advertising •Advertising •Point of Purchase (in-store) materials •Direct Marketing (catalogs, infomercials, email) •Personal Selling •Internet advertising •Blogs •Podcasting IBP is a process IBP uses a wide ranges of tools including: We need perspective on advertising and IBP!
- 7. Distinctions within Advertising • AdvertisingCampaign • An integrated series of ads and promotions that communicate a central theme or idea • Advertisements • Specific messages designed to
- 8. Model of the Communications Process Encoding Fieldsof Experience Response Feedback Loop Decoding Channel MESSAGE Source / Sender Receiver / Audience
- 9. Advertising as a CommunicationsProcess: Mass Mediated
- 10. Advertising as a CommunicationsProcess • Production: The advertiser and social context determine ad content. • Reception: The context of ad reception and the audience’s understanding of an ad result in a meaningful interpretation of the ad. • Accommodation and negotiation: The ways in which consumers interpret ads
- 11. Audiences for Advertising: AudienceCategories • Household Consumers • Business Organizations • The Trade Channel • Professionals • Government
- 12. Audiences for Advertising: AudienceGeography •Global advertising •International advertising •National advertising •Regional advertising •Local advertising
- 13. Ad in ContextExample This ad ran in Italy. Do you think this is a “global” or “international” ad? What’s the difference? This ad ran in Italy. Do you think this is a “global” or “international” ad? What’s the difference?
- 14. Advertising as a BusinessProcess • 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
- 15. Advertising as a BusinessProcess • Definition of Marketing: • The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. • American Marketing Association, 1995
- 16. The Role ofAdvertising in the Marketing Mix The Marketing Mix Perceived Value Product Distribution Promotion Price
- 17. The Role ofAdvertising in Brand Management Information and persuasion Introduction of new brands and extensions Building and maintaining brand loyalty/brand equity Creating an image/meaning Building brand loyalty in the trade channel
- 18. Advertising’s Role in Segmentation, Differentiationand Positioning • Segmentation • (heterogeneous > homogeneous) • Differentiation • (perceived as • different • or unique) •Distinct from other brands •Occupies a “value” level •External niche vs. internal Pos
- 19. Advertising’s Role in Revenueand Profit Generation Brand loyalty leads to inelasticity of demand: less price sensitivity to demand Economies of scale: higher volume results in lower unit cost
- 20. Types of Advertising Primary demand stimulation Selective demand stimulation Direct response advertising Delayed response advertising Corporate advertising
- 21. Ad in ContextExample Is this ad an example of primary or selective demand stimulation? What’s the difference? Is this ad an example of primary or selective demand stimulation? What’s the difference?
- 22. The Economic Effects ofAdvertising Gross Domestic Product Business Cycles Competition Prices Value Gross Domestic Product Business Cycles Competition Prices Value
- 23. From IMC toIBP Television Television Advertisin Advertisin gg Special Special Events Events CC oo uu pp oo nn ss Coordinated promotional activities reinforce one another