Adibp Ch1
•Download as PPTX, PDF•
0 likes•1,545 views
1. The document discusses advertising and integrated brand promotion (IBP), noting that technology and consumer control are changing the communications environment. 2. IBP is defined as using a wide range of promotional tools together to create brand exposure, including advertising, direct marketing, personal selling, sponsorships, and public relations. 3. The role of advertising is described as part of the marketing mix, brand management, market segmentation, differentiation and positioning, and generating revenue and profits.
Report
Share
Report
Share
![The World of Advertising and Integrated Brand Promotion We need perspective on advertising and IBP! ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Adman lecture 8
The document outlines different creative strategy implementation and evaluation approaches for advertising, including various advertising appeals and execution styles. It discusses informational, competitive advantage, price, news, emotional, and reminder appeals. It also covers execution styles like straight sell, scientific/technical, demonstration, comparison, testimonial, endorsement, slice of life, animation, personality symbol, fantasy, dramatization, and humor. The goal is to attract consumers and influence their feelings towards a product by how the appeal is presented through the execution.
Adman lecture 10
The document provides an overview of developing a media plan, including conducting market analysis to establish media objectives and identify target markets. It discusses developing media strategies and implementing tactics, such as determining the appropriate media mix, reach and frequency, scheduling, and creative aspects. Evaluation and follow-up are also important parts of the media planning process. Key concepts covered include different media types like print, broadcast, out-of-home, and digital media as well as metrics for measuring and comparing media.
Chapter 18 - Managing Mass Communications and Personal Communications
This document discusses advertising, including what it is, common platforms used, objectives in developing advertising programs, and how to measure effectiveness. It defines advertising and lists common platforms like print, broadcast, packaging, and digital media. It outlines steps in developing programs like setting objectives, determining budgets, creating strategies, selecting appropriate media, and measuring performance. Key aspects covered include developing appeals and execution methods, as well as pre-testing and post-testing ads.
Adman Lecture 5
The document discusses how brand communication works according to a standard communication model. It explains the key elements of the model including the source or sender of the message, the encoding and creation of the message, the message itself, the communication channels used to deliver the message to receivers, decoding of the message by receivers, feedback from receivers, and noise that can interfere with the transmission and reception of the message. It also discusses how brand messages are formed from all the information and experiences that impact customer perceptions of a brand.
Adman lecture 1
This document provides an overview of branding and integrated marketing communications (IMC). It defines what a brand is, explains why branding is important for consumers, producers and distributors. Characteristics of strong brands are identified as having a distinct positioning, brand personality, compelling messaging and relevance. IMC is introduced as the process of planning and coordinating various marketing communication tools to build brand relationships. Traditional and new media channels that can be used for IMC are also outlined.
Advertising and sales promotion
This document provides an overview of advertising and sales promotion. It defines advertising and discusses its objectives such as promoting sales and creating demand. It also outlines the key aspects of the advertising management process including setting objectives and budgets, developing strategies, selecting media, and measuring effectiveness. The document further explains various sales promotion techniques targeted at customers, the sales force, and trade partners. It discusses setting sales promotion objectives and strategies.
Chapter 22 - Managing a Holistics Marketing Organizations
This document discusses organizing and managing holistic marketing organizations. It covers trends in marketing practices, organizing marketing departments by function or customer segment. Key tasks for brand managers include developing strategies, plans, and improving products based on customer research. Building a customer-focused organization requires senior leadership buy-in, appointing marketing leadership, training programs, and empowering employees. The document also discusses social responsibility, cause marketing, and using controls and audits to monitor and improve marketing performance.
Chapter 18 Managing Mass Communications
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Recommended
Adman lecture 8
The document outlines different creative strategy implementation and evaluation approaches for advertising, including various advertising appeals and execution styles. It discusses informational, competitive advantage, price, news, emotional, and reminder appeals. It also covers execution styles like straight sell, scientific/technical, demonstration, comparison, testimonial, endorsement, slice of life, animation, personality symbol, fantasy, dramatization, and humor. The goal is to attract consumers and influence their feelings towards a product by how the appeal is presented through the execution.
Adman lecture 10
The document provides an overview of developing a media plan, including conducting market analysis to establish media objectives and identify target markets. It discusses developing media strategies and implementing tactics, such as determining the appropriate media mix, reach and frequency, scheduling, and creative aspects. Evaluation and follow-up are also important parts of the media planning process. Key concepts covered include different media types like print, broadcast, out-of-home, and digital media as well as metrics for measuring and comparing media.
Chapter 18 - Managing Mass Communications and Personal Communications
This document discusses advertising, including what it is, common platforms used, objectives in developing advertising programs, and how to measure effectiveness. It defines advertising and lists common platforms like print, broadcast, packaging, and digital media. It outlines steps in developing programs like setting objectives, determining budgets, creating strategies, selecting appropriate media, and measuring performance. Key aspects covered include developing appeals and execution methods, as well as pre-testing and post-testing ads.
Adman Lecture 5
The document discusses how brand communication works according to a standard communication model. It explains the key elements of the model including the source or sender of the message, the encoding and creation of the message, the message itself, the communication channels used to deliver the message to receivers, decoding of the message by receivers, feedback from receivers, and noise that can interfere with the transmission and reception of the message. It also discusses how brand messages are formed from all the information and experiences that impact customer perceptions of a brand.
Adman lecture 1
This document provides an overview of branding and integrated marketing communications (IMC). It defines what a brand is, explains why branding is important for consumers, producers and distributors. Characteristics of strong brands are identified as having a distinct positioning, brand personality, compelling messaging and relevance. IMC is introduced as the process of planning and coordinating various marketing communication tools to build brand relationships. Traditional and new media channels that can be used for IMC are also outlined.
Advertising and sales promotion
This document provides an overview of advertising and sales promotion. It defines advertising and discusses its objectives such as promoting sales and creating demand. It also outlines the key aspects of the advertising management process including setting objectives and budgets, developing strategies, selecting media, and measuring effectiveness. The document further explains various sales promotion techniques targeted at customers, the sales force, and trade partners. It discusses setting sales promotion objectives and strategies.
Chapter 22 - Managing a Holistics Marketing Organizations
This document discusses organizing and managing holistic marketing organizations. It covers trends in marketing practices, organizing marketing departments by function or customer segment. Key tasks for brand managers include developing strategies, plans, and improving products based on customer research. Building a customer-focused organization requires senior leadership buy-in, appointing marketing leadership, training programs, and empowering employees. The document also discusses social responsibility, cause marketing, and using controls and audits to monitor and improve marketing performance.
Chapter 18 Managing Mass Communications
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Advertising effectiveness
This document discusses advertising effectiveness and budget decisions. It defines advertising and outlines its objectives such as informing, supporting sales, and countering competitors. It describes different types of advertising like consumer, national, and direct response advertising. It also discusses factors that influence media decisions and ways to measure advertising effectiveness, including pre-testing and post-testing. Common budgeting methods are also outlined.
Kotler15 Basic
The document discusses advertising, sales promotion, and public relations. It defines each term and explains their roles in promotion. It outlines the major decisions involved in developing an advertising program, such as setting objectives, budgets, and strategies. It also describes how sales promotion campaigns are developed and implemented through tools targeted at consumers, trade partners, and salesforces. Finally, it discusses how companies use public relations to build relations with key audiences.
Chapter 1 P P T
This document provides an overview of advertising and integrated brand promotion (IBP). It defines advertising as communication that is paid for, delivered through mass media, and attempts to persuade. IBP is described as using a variety of promotional tools together to create brand exposure, including advertising, direct marketing, personal selling, and public relations. The document also discusses the role of advertising in the marketing mix, brand management, market segmentation, and revenue generation. It outlines different types of advertising and their economic effects. Finally, it introduces the concept of moving from integrated marketing communications to IBP.
Advertising Testing Techniques
This document discusses techniques for testing advertisements, including concept testing and copy testing. Concept testing uses qualitative methods like focus groups early in the creative process to explore advertising concepts. Copy testing uses quantitative methods like surveys later in the process to evaluate specific ad executions and make final decisions. Some common testing methods include focus groups, surveys measuring recall and persuasion, and pre-air tests of finished ads off-air for greater control. Both qualitative and quantitative methods each have strengths and weaknesses for different testing purposes.
advertisement management
This presentation discusses integrated marketing communication and advertising. It defines integrated marketing communication as coordinating marketing efforts across multiple channels. The presentation outlines challenges in integrated marketing like lead generation, content marketing, and social media. It then discusses the advertising management option in marketing and defines advertising as paid announcements to attract public attention. The presentation classifies advertising based on function, region, target market, desired responses, and media used. It also covers advertising appropriation, which is the portion of the marketing budget allocated to advertising.
Media planning and buying
1) Media planning has become highly creative due to media fragmentation and new options, requiring creative solutions to develop effective plans.
2) A media plan is developed jointly by the agency's media, account, and creative teams along with the client and considers all marketing communication areas in an integrated campaign.
3) Developing a media plan requires extensive research from various sources to understand the target audience, competitors, each media channel's audience, and optimize reaching the right people.
Chapter 17 designing and managing integrated marketing zhao
The document discusses key concepts in integrated marketing communications including the eight major models of marketing communication mix (advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, personal selling), the correct sequence for the macro and micro communication process models, the hierarchy-of-effects model, nonpersonal communication channels, methods for setting promotion budgets, challenges in developing global communications, and considerations for ethical marketing communications.
Wells08 basic media concepts
This chapter discusses various print and out-of-home advertising media options. It defines key terms like impressions, reach, frequency and media mix. It then examines the strengths and weaknesses of different media like newspapers, magazines, packaging, outdoor advertising and directories. The chapter concludes by providing guidelines on which media to use based on factors like budget, target audience and information/demonstration needs.
Promotion mix & Marketing Communication
This document discusses various aspects of international marketing promotion including communication processes, elements of communication, methods of promotion, advantages, and promotion mix tactics. It provides an overview of key topics such as the purpose of international promotion being to develop credible communication about offers to wider audiences. Common promotion methods discussed include advertising, public relations, sales promotions, direct marketing, and personal selling.
Marketing Communication mix
The document provides an overview of various elements of promotion mix including advertising, personal selling, sales promotion, and public relations. It discusses objectives and strategies for each element as well as how they can be used together effectively. Key points covered include the AIDA model of promotion, types of advertising approaches and executions, and factors to consider when determining the appropriate promotion mix.
Adman Lecture 9
This document outlines the key steps in developing a media planning strategy, including market analysis, establishing media objectives, developing and implementing media strategies, and evaluation. It discusses concepts like reach, frequency, scheduling methods, and metrics for comparing media costs such as cost per thousand (CPM) and cost per rating point (CPRP). The goal of media planning is to deliver promotional messages to target audiences through strategic selection and use of various media vehicles.
Advertising Management
This document provides an overview of advertising. It defines advertising as paid, nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. It discusses the changing advertising environment and the roles of advertising, which include marketing, communication, economic, and societal roles. The document also outlines different types of advertising, classifications of advertising, the functions and steps of advertising, and various advertising techniques.
Advertising management
The document discusses advertising and provides definitions and frameworks for developing advertising programs. It defines advertising and outlines the five M's model for developing an advertising program: Mission (objectives), Money (budget), Message, Media, and Measurement. It then provides details on each step, including generating messages deductively using a framework of expected rewards and experiences. Overall, the document provides guidance on conceptualizing and planning a comprehensive advertising program using established models and best practices.
Advertising and promotion in business
The advertising and promotion technique has a noteworthy part to reposition
associations to larger amounts, for example, branding a product or business. The
prime aim of this report is to recognize the skills required for utilizing promotion,
advertising and marketing communications efficiently. Moreover, this report helps to
plan an integrated promotional strategy for a Samsung Galaxy S6 Edge+ mobile phone
Advertising Effectiveness
The document discusses the history and concepts of advertising. It defines advertising as a form of communication used by companies to promote their products and services. The document outlines the advertising planning process, including setting objectives, deciding budgets, creating messages, and media planning. It also discusses measuring the communication and sales effects of advertising, and different types of advertising such as print, broadcast, outdoor, covert, and public service. Famous pioneers in the field of advertising like John Caples, Claude Hopkins, and Leo Burnett are also mentioned.
Media planning process
The document summarizes the strategic media planning process, including defining key terms like reach, frequency, and gross rating points. It discusses evaluating the target audience and priority markets. It also covers establishing communication goals around effective frequency, reach, and scheduling patterns. The document provides an overview of how to develop media strategies that achieve the defined objectives.
V47 Ch17 Marketing Comm Ysa Nagui
The document outlines the top 10 concepts for designing and managing integrated marketing communications. It discusses the role of marketing communications, the marketing communications mix, the communication process, developing effective communications, identifying the target audience, determining communication objectives, designing communications, selecting communication channels, the objective-and-task method, and managing the integrated marketing communication process.
Chapter 17 - Designing and Managing Integrated Marketing Communications
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
Concept of Advertising
This document provides an overview of advertising, including its definition as a paid, non-personal form of promotion. It discusses the AIDA principle of attracting attention, creating interest, developing desire, and promoting action. The document outlines the purpose of advertising as delivering messages to customers, convincing them of a product's quality, and enhancing a company's image. It also describes common types like informative, persuasive, and reminder advertising and factors in setting an advertising budget.
What steps are required in developing an advertising program?
1. Developing an effective advertising program requires 5 steps: defining the mission or advertising objective, determining the advertising budget, generating the advertising message, selecting appropriate media, and measuring the communication and sales effects of the advertising.
2. The mission sets specific communication goals and targets for the advertising campaign within a given time period, such as being informative, persuasive, or providing reminders.
3. The budget considers factors like the product's life cycle stage, market share, competition level, and frequency of advertising needed. It aims to build brand equity through investment rather than just as an expense.
Chapter 2 P P T
This document provides an overview of the structure of the advertising industry, including the key players and their roles. It discusses advertisers, advertising and promotion agencies, external facilitators, media organizations, and target audiences. It also provides examples of large advertisers and agencies, the services agencies provide, and how different types of media organizations are compensated.
The Structure of Advertising Agencies
The advertising industry spends over $600 billion annually worldwide and $300 billion annually in the USA. The traditional structure includes advertisers who work with advertising agencies to develop campaigns. Agencies employ creative teams like copywriters, designers, and media buyers to develop campaigns and place ads through various media channels like TV, print, digital, and outdoor advertising. In South Africa, agencies typically charge hourly rates or commissions of around 15% of media spending, and work with a variety of external partners across the creative, research, production, technology, and media sectors.
More Related Content
What's hot
Advertising effectiveness
This document discusses advertising effectiveness and budget decisions. It defines advertising and outlines its objectives such as informing, supporting sales, and countering competitors. It describes different types of advertising like consumer, national, and direct response advertising. It also discusses factors that influence media decisions and ways to measure advertising effectiveness, including pre-testing and post-testing. Common budgeting methods are also outlined.
Kotler15 Basic
The document discusses advertising, sales promotion, and public relations. It defines each term and explains their roles in promotion. It outlines the major decisions involved in developing an advertising program, such as setting objectives, budgets, and strategies. It also describes how sales promotion campaigns are developed and implemented through tools targeted at consumers, trade partners, and salesforces. Finally, it discusses how companies use public relations to build relations with key audiences.
Chapter 1 P P T
This document provides an overview of advertising and integrated brand promotion (IBP). It defines advertising as communication that is paid for, delivered through mass media, and attempts to persuade. IBP is described as using a variety of promotional tools together to create brand exposure, including advertising, direct marketing, personal selling, and public relations. The document also discusses the role of advertising in the marketing mix, brand management, market segmentation, and revenue generation. It outlines different types of advertising and their economic effects. Finally, it introduces the concept of moving from integrated marketing communications to IBP.
Advertising Testing Techniques
This document discusses techniques for testing advertisements, including concept testing and copy testing. Concept testing uses qualitative methods like focus groups early in the creative process to explore advertising concepts. Copy testing uses quantitative methods like surveys later in the process to evaluate specific ad executions and make final decisions. Some common testing methods include focus groups, surveys measuring recall and persuasion, and pre-air tests of finished ads off-air for greater control. Both qualitative and quantitative methods each have strengths and weaknesses for different testing purposes.
advertisement management
This presentation discusses integrated marketing communication and advertising. It defines integrated marketing communication as coordinating marketing efforts across multiple channels. The presentation outlines challenges in integrated marketing like lead generation, content marketing, and social media. It then discusses the advertising management option in marketing and defines advertising as paid announcements to attract public attention. The presentation classifies advertising based on function, region, target market, desired responses, and media used. It also covers advertising appropriation, which is the portion of the marketing budget allocated to advertising.
Media planning and buying
1) Media planning has become highly creative due to media fragmentation and new options, requiring creative solutions to develop effective plans.
2) A media plan is developed jointly by the agency's media, account, and creative teams along with the client and considers all marketing communication areas in an integrated campaign.
3) Developing a media plan requires extensive research from various sources to understand the target audience, competitors, each media channel's audience, and optimize reaching the right people.
Chapter 17 designing and managing integrated marketing zhao
The document discusses key concepts in integrated marketing communications including the eight major models of marketing communication mix (advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, personal selling), the correct sequence for the macro and micro communication process models, the hierarchy-of-effects model, nonpersonal communication channels, methods for setting promotion budgets, challenges in developing global communications, and considerations for ethical marketing communications.
Wells08 basic media concepts
This chapter discusses various print and out-of-home advertising media options. It defines key terms like impressions, reach, frequency and media mix. It then examines the strengths and weaknesses of different media like newspapers, magazines, packaging, outdoor advertising and directories. The chapter concludes by providing guidelines on which media to use based on factors like budget, target audience and information/demonstration needs.
Promotion mix & Marketing Communication
This document discusses various aspects of international marketing promotion including communication processes, elements of communication, methods of promotion, advantages, and promotion mix tactics. It provides an overview of key topics such as the purpose of international promotion being to develop credible communication about offers to wider audiences. Common promotion methods discussed include advertising, public relations, sales promotions, direct marketing, and personal selling.
Marketing Communication mix
The document provides an overview of various elements of promotion mix including advertising, personal selling, sales promotion, and public relations. It discusses objectives and strategies for each element as well as how they can be used together effectively. Key points covered include the AIDA model of promotion, types of advertising approaches and executions, and factors to consider when determining the appropriate promotion mix.
Adman Lecture 9
This document outlines the key steps in developing a media planning strategy, including market analysis, establishing media objectives, developing and implementing media strategies, and evaluation. It discusses concepts like reach, frequency, scheduling methods, and metrics for comparing media costs such as cost per thousand (CPM) and cost per rating point (CPRP). The goal of media planning is to deliver promotional messages to target audiences through strategic selection and use of various media vehicles.
Advertising Management
This document provides an overview of advertising. It defines advertising as paid, nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. It discusses the changing advertising environment and the roles of advertising, which include marketing, communication, economic, and societal roles. The document also outlines different types of advertising, classifications of advertising, the functions and steps of advertising, and various advertising techniques.
Advertising management
The document discusses advertising and provides definitions and frameworks for developing advertising programs. It defines advertising and outlines the five M's model for developing an advertising program: Mission (objectives), Money (budget), Message, Media, and Measurement. It then provides details on each step, including generating messages deductively using a framework of expected rewards and experiences. Overall, the document provides guidance on conceptualizing and planning a comprehensive advertising program using established models and best practices.
Advertising and promotion in business
The advertising and promotion technique has a noteworthy part to reposition
associations to larger amounts, for example, branding a product or business. The
prime aim of this report is to recognize the skills required for utilizing promotion,
advertising and marketing communications efficiently. Moreover, this report helps to
plan an integrated promotional strategy for a Samsung Galaxy S6 Edge+ mobile phone
Advertising Effectiveness
The document discusses the history and concepts of advertising. It defines advertising as a form of communication used by companies to promote their products and services. The document outlines the advertising planning process, including setting objectives, deciding budgets, creating messages, and media planning. It also discusses measuring the communication and sales effects of advertising, and different types of advertising such as print, broadcast, outdoor, covert, and public service. Famous pioneers in the field of advertising like John Caples, Claude Hopkins, and Leo Burnett are also mentioned.
Media planning process
The document summarizes the strategic media planning process, including defining key terms like reach, frequency, and gross rating points. It discusses evaluating the target audience and priority markets. It also covers establishing communication goals around effective frequency, reach, and scheduling patterns. The document provides an overview of how to develop media strategies that achieve the defined objectives.
V47 Ch17 Marketing Comm Ysa Nagui
The document outlines the top 10 concepts for designing and managing integrated marketing communications. It discusses the role of marketing communications, the marketing communications mix, the communication process, developing effective communications, identifying the target audience, determining communication objectives, designing communications, selecting communication channels, the objective-and-task method, and managing the integrated marketing communication process.
Chapter 17 - Designing and Managing Integrated Marketing Communications
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
Concept of Advertising
This document provides an overview of advertising, including its definition as a paid, non-personal form of promotion. It discusses the AIDA principle of attracting attention, creating interest, developing desire, and promoting action. The document outlines the purpose of advertising as delivering messages to customers, convincing them of a product's quality, and enhancing a company's image. It also describes common types like informative, persuasive, and reminder advertising and factors in setting an advertising budget.
What steps are required in developing an advertising program?
1. Developing an effective advertising program requires 5 steps: defining the mission or advertising objective, determining the advertising budget, generating the advertising message, selecting appropriate media, and measuring the communication and sales effects of the advertising.
2. The mission sets specific communication goals and targets for the advertising campaign within a given time period, such as being informative, persuasive, or providing reminders.
3. The budget considers factors like the product's life cycle stage, market share, competition level, and frequency of advertising needed. It aims to build brand equity through investment rather than just as an expense.
What's hot (20)
Chapter 17 designing and managing integrated marketing zhao
Chapter 17 designing and managing integrated marketing zhao
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing Communications
What steps are required in developing an advertising program?
What steps are required in developing an advertising program?
Viewers also liked
Chapter 2 P P T
This document provides an overview of the structure of the advertising industry, including the key players and their roles. It discusses advertisers, advertising and promotion agencies, external facilitators, media organizations, and target audiences. It also provides examples of large advertisers and agencies, the services agencies provide, and how different types of media organizations are compensated.
The Structure of Advertising Agencies
The advertising industry spends over $600 billion annually worldwide and $300 billion annually in the USA. The traditional structure includes advertisers who work with advertising agencies to develop campaigns. Agencies employ creative teams like copywriters, designers, and media buyers to develop campaigns and place ads through various media channels like TV, print, digital, and outdoor advertising. In South Africa, agencies typically charge hourly rates or commissions of around 15% of media spending, and work with a variety of external partners across the creative, research, production, technology, and media sectors.
Ad agency and its functions
The document summarizes the functions of an advertising agency. It discusses how advertising agencies work with clients to develop effective advertising campaigns through services like strategic planning, creative development, media planning, and more. Advertising agencies are composed of departments that handle account management, creative work, media buying, and research. They work to understand client needs and promote goods, services, and ideas through various advertising mediums.
Lawn mower2
Edwin Beard Budding invented the first modern lawn mower on August 31, 1830. Before then, animals would eat grass to cut it. The earliest lawn mowers were pushed by hand and had wheels that moved when the user walked. Later models became smaller, lighter, and had sharper blades but the same pushing mechanism. The third lawn mower introduced a gas engine for power. It had four wheels and gears. The fourth lawn mower resembled a car with four wheels and forward and reverse gears. The final lawn mower used two levers to control direction and speed. Future lawn mowers may be programmed by lasers and remote controlled.
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...Prof.(Dr.) Hong K. D.Litt, D.Sc., PhD.ក្រោយបណ្ឌិត
The document discusses strategies for designing effective messages, including cognitive, affective, and conative strategies. Cognitive strategies present rational arguments or information about product attributes. Major cognitive strategies include generic messages, preemptive messages, unique selling propositions, hyperbole, and comparative advertisements. Affective strategies aim to elicit emotions to associate with a product. Conative strategies directly encourage consumer responses. The document also covers executional frameworks like animation, slice-of-life, dramatization, testimonials, and demonstration. Selecting the right spokesperson like a celebrity, CEO, or expert is important to matching their characteristics to the product. Creating effective advertising requires consistency, simplicity, identifiable selling points, and repetition to break through clutter.Chapter 03
The document discusses the evolution of advertising and brand promotion in the United States from the 18th century to present day. It describes how the rise of capitalism and the Industrial Revolution led to mass production, creating demand for advertising to stimulate product sales. Modern mass media further grew advertising. Key periods discussed include the P.T. Barnum era, Depression era, post-WWII years, and modern digital/online era, showing how advertising adapted to social and economic conditions over time.
Chapter 05
The document discusses planning for advertising and integrated brand promotion from a managerial perspective. It covers analyzing the environment for advertising and moving from a broad view of advertising to a more focused managerial view. The planning phase leads to developing advertising and promotional materials. It also discusses analyzing consumer behavior, the consumer decision-making process, and key psychological factors involved in advertising from the perspective of the consumer as a social being.
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.
Advanced advertising consumer behavior
The document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how people buy products, what they buy, why they buy, and when they buy. It identifies the main factors that affect consumer behavior as cultural and social influences like culture, social class, and family, as well as psychological influences like perception, learning, motivation, attitudes, and lifestyles. The document also outlines the buyer decision process and key concepts around target audiences and consumer demographics.
Consumer behaviour
1. The document discusses various aspects of consumer behavior including the buying process, perceived risk, influence of family life cycle, new urban families, industrial consumer behavior, and differences between individual and industrial consumer behavior.
2. Key aspects of marketing research are covered such as the research process, design, analysis methods, and preparing the marketing research report. Different types of marketing research are also discussed including new product launch research, advertising research, customer satisfaction research, and competitor analysis research.
3. Distribution and retail store image research methods are summarized as well as how to understand results, draw conclusions and communicate findings in a marketing research report. The document provides an overview of important consumer behavior and marketing research concepts.
Positioning errors
There are several types of positioning errors brands can make including under positioning, where the central benefit is not clear enough to customers; over positioning, where the product is positioned as too specialized for a small audience; confused positioning, where contradictory benefits are claimed; doubtful positioning, where benefits are claimed that customers doubt; and irrelevant positioning, where benefits are focused on aspects customers do not care about. Examples of each type of positioning error are provided.
Chapter 04
This document summarizes the social, ethical, and regulatory aspects of advertising and promotion. It discusses how advertising educates consumers but can also be superficial and intrusive. It also examines how advertising can improve living standards but is also wasteful. Additionally, the document looks at the ethical issues around truth in advertising, advertising to children, and advertising controversial products. Finally, it outlines the key regulatory agents that govern advertising, including the Federal Trade Commission and industry self-regulation.
How to Become a Thought Leader in Your Niche
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
Viewers also liked (13)
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Similar to Adibp Ch1
IMC tools of Walton Bangladesh
In this report, I describe all the IMC tools that Walton Bangladesh use and some suggestions that may help.
Go-To Market Strategy Framework
Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.
David lines straw man 1
1) The document discusses constructing an inward investment marketing strategy for the UK in 2013/14.
2) Key strategic issues are effectively linking with the Prime Minister's office, implementing the GREAT campaign, selecting targeted campaigns, understanding which sectors and markets are most receptive to investment, and applying lessons from 2012/13.
3) The strategy will focus on digital presence, keeping promises to investors, choosing effective campaigns, providing guidance to country managers, and integrating social media and relationship building into campaigns.
WILEY IM CHAP 11
This document summarizes key aspects of international marketing communication. It discusses how culture influences marketing strategies through language and other cultural barriers. It also outlines methods for setting international advertising budgets, factors that influence creative strategies, and how media decisions are made across borders. Additionally, it covers regulations, choosing advertising agencies, and integrating different marketing communication elements internationally.
4 p's in marketing
This document discusses the marketing mix, also known as the 4Ps of marketing - product, price, place, and promotion. It provides an overview of each of the 4Ps, including definitions and objectives. Promotion is discussed in particular depth, outlining various promotional strategies and considerations in developing an effective promotional mix. An example is given of Public Relations activities by Skoda to improve its brand image over time through consistent messaging. In summary, the document analyzes the key elements of the marketing mix framework and how promotional strategies can be tailored for different product lifecycle stages.
200232 q311 lect 01 intro to gebm
This document provides an overview and introduction to a course on global e-business marketing (GEBM). It outlines the course learning guide, workshops, and seminar topics which will take an interactive and participative approach. Students will work in groups to explore key issues in e-marketing from an international context and discuss how digital disruption is reshaping marketing and challenging businesses. Topics will examine challenges around digitization, online shopping and consumer behavior, social and viral marketing, and scenarios for business development through 2040.
Mazda Integrated Marketing Communications
The document discusses Mazda's use of integrated marketing communications to successfully market the Mazda Protégé and Mazda 6 automobiles. Key elements of Mazda's IMC strategy included understanding the customer perspective, building customer relationships, and changing their advertising approach from traditional to targeting younger drivers interested in sporty features. This resulted in Mazda becoming more aggressive in their marketing strategies and increased production and sales.
Moriarty_10ge_ppt_18.pptx
This document discusses key concepts in integrated marketing communication (IMC) campaigns. It outlines the typical parts of an IMC campaign plan, including situation analysis, strategic decisions, the marketing communications mix, message strategy, contact points, and management controls. An effective IMC campaign uses a variety of coordinated marketing communication tools and platforms to consistently deliver brand-aligned messages to stakeholders through different touchpoints in a way that drives brand value and creates long-term brand relationships.
Media in Focus
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
Imc
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
Mktg Lecture 01
The document provides an introduction to the concepts of international marketing. It discusses key learning objectives, including distinguishing international from domestic marketing and understanding various management orientations. International marketing allows companies to take advantage of opportunities in foreign markets. While marketing principles are universal, application varies across countries due to unique customer, competitor, and environmental factors. Successful international marketers adopt a global mindset while locally adapting their marketing mix. The document uses several company examples to illustrate concepts like standardized vs. adapted approaches and thinking globally and acting locally.
Mini project report manendra shukla
This document provides a mini project report on Integration Project 1 and Integration Project 2 submitted for a postgraduate diploma program. It includes an acknowledgment section thanking various individuals for their guidance and support. It then discusses the meaning and importance of promotion as well as the key elements that make up the promotions mix, including personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising, and sponsorship. Several common promotional tools are also described.
0915 omma adnets donnie williams
This document discusses challenges and opportunities in the digital advertising industry from an independent agency perspective. It notes that while digital advertising investment is growing, cross-channel activation is often difficult due to organizational silos. It suggests that to provide more value, marketers and agencies should get a better understanding of clients' processes, communicate their value more effectively, and facilitate more cooperation across disciplines.
Advertising Management - ch08
The document discusses various aspects of developing creative strategies and ideas for digital advertising. It covers defining creative thinking and the creative process, characteristics of creative people, and issues that can affect managing creative strategy. Key aspects of developing a creative brief and message strategy are outlined, including identifying the problem, target audience, objectives, and creative direction. Different models for categorizing creative strategies and appeals are presented, such as rational versus emotional approaches and the Facets Model for targeting specific advertising effects.
Franchise Growth Venture
FGV provides funding to growth oriented franchise Brands for their long term advertising & Franchise Business expansion needs. It is an innovative offering from The Franchise Connect India Pvt. Ltd & Franchise Mart India Private Ltd , which has the strongest franchise media platforms with national presence. As an Growth Capital investor, we work with talented management teams to develop businesses that have potential for significant growth.
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
This document outlines a holistic marketing strategy for the fourth quarter (Q4). It recommends taking a strategic approach that focuses on amplifying the brand voice to target audiences through data-driven campaigns across the consumer journey. This includes creating awareness, consideration, acquisition, and driving growth. It also stresses the importance of integration, innovation, and brand storytelling. Specifically, it recommends integrating data across channels, leveraging emerging platforms, and using sequential creative tailored to audiences. It provides examples of how to activate audiences through various stages using paid search, display, social media, and landing page optimization. Cross-channel measurement is also highlighted as important for understanding performance.
Mma6e chapter-18 final
This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
Advertising ppts for training
This document discusses advertising and the advertising plan. It aims to gain an understanding of advertising's role in marketing communications and examine advertising theories and their relationship to consumer behavior. The advertising plan matches the right audience, message, and media to reach that audience. The document also discusses branding and the marketing mix, defining advertising goals, and the roles and functions of advertising including informing consumers, creating demand, and shaping consumer self-image. It examines major advertising media and types of advertising.
Kotler framework 5e_15_sppt
The document discusses marketing communications and integrated marketing communications programs. It outlines the major steps in developing effective communications, which include identifying the target audience, determining objectives, designing communications, selecting channels, establishing a budget, deciding on the media mix, and measuring results. It also discusses the different modes of marketing communications like advertising, sales promotion, public relations, direct marketing, and personal selling. The communications mix should be set based on factors like the product market, buyer readiness stage, and product life cycle stage. An integrated marketing communications program combines different communication modes to send a unified message.
Similar to Adibp Ch1 (20)
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...
More from Largest Catholic University
E Marketing Ch9 Differentiation Positioning
This chapter discusses differentiation and positioning strategies for e-marketing. It defines differentiation as adding value to distinguish a product or service. There are five dimensions for differentiation: product, services, personnel, channels, and image. Positioning involves creating a desired image in the public's mind based on attributes, benefits, user categories, competitors, or as an integrator. Specific Internet differentiation strategies include site environment, making intangibles tangible, building trust, efficient ordering, pricing, and customer relationship management.
E Marketing Ch7 Consumer Behavior
This chapter discusses consumer behavior in online exchanges. It outlines the technological, social/cultural, and legal context of internet exchanges. Individual characteristics like age, income, education, and goals affect online behavior. Consumers seek outcomes like connecting with others, enjoyment, learning, and trading when participating in online exchanges.
E Marketing Ch8 Segmentation Targeting
The document discusses segmentation and targeting strategies for e-marketing. It outlines how market segmentation involves grouping individuals based on characteristics like geography, demographics, behaviors, and interests. This allows companies to better target customer segments. The document provides examples of common segmentation bases used by e-marketers and describes several usage segments like millennials, ethnic groups, and influentials. It also discusses four targeting strategies and how segmentation can increase customer retention, sales, and repeat orders.
E Marketing Ch5 Ethical Legal
This chapter discusses several key ethical and legal issues related to e-marketing, including:
1. The differences and relationships between ethics and law.
2. Issues of privacy, data collection, and how consumer information is used in digital contexts.
3. Laws around intellectual property such as copyright, trademark, and patent protection as they apply to digital property and content online.
E Marketing Ch4 Global Markets
This chapter discusses trends in global internet usage and online purchasing behavior. It outlines how marketers must consider factors like computer and phone access, credit card availability, connection speeds, and electricity issues when developing e-marketing strategies in different markets. The chapter also covers the challenges and opportunities for e-marketing in emerging economies, and how the digital divide between developed and developing nations impacts international business.
E Marketing Ch2 Emktg Strat
The document discusses strategic planning and different business models for e-marketing. It explains that strategic planning identifies an organization's goals for growth and competitive position. E-business and e-marketing strategies use information technology to achieve objectives and competitive advantages. Common e-business models include activity-level models like online sales and advertising, as well as business process models and enterprise models. The Balanced Scorecard framework assesses performance across four perspectives: customer, internal, innovation/learning, and financial.
E Marketing Ch1 Convergence
The document discusses the convergence of technologies and the changing marketing landscape due to increased consumer control online. It provides examples of how industries like music have been disrupted by file sharing and digital distribution. It defines key terms like e-business, e-commerce, and e-marketing, and explains how marketing is becoming more data-driven and customized to individual consumers on a global scale. New technologies will continue to increase consumer control and access to information and entertainment on demand.
Burns And Bush Chapter 15
Descriptive statistics are used to analyze and summarize data. There are two types of descriptive measures: measures of central tendency that describe a typical response like the mode, median, and mean; and measures of variability that reveal the typical difference between values like the range and standard deviation. Statistical analysis can be descriptive to summarize data, inferential to make conclusions about a population, differences to compare groups, associative to determine relationships, or predictive to forecast events. Data coding and a code book are used to identify codes for questionnaire responses.
Burns And Bush Chapter 16
The document discusses parameter estimation and hypothesis testing. Parameter estimation involves using sample statistics to estimate population parameters and determine a confidence interval range within which the population parameter is likely to fall. Hypothesis testing uses sample statistics to determine whether to accept or reject a hypothesized statement about the population parameter. Both techniques allow researchers to generalize findings from a sample to the overall population.
Basic TV Ad Production
The document provides guidance on effective techniques for creating TV commercials. It recommends starting with an attention-grabbing opening, using characters that are appealing and relevant to naturally advance the sales story, and keeping elements simple and easy to follow. It also suggests using a variety of scene lengths, natural demonstrations, conversational language, and keeping the visual style fresh. Basic film techniques like shots, angles, and transitions are also outlined.
Radio Ad
The document discusses techniques for creating effective radio advertisements. It covers the production process from pre-production to post-production. It emphasizes that radio ads need to be catchy, interesting, and unforgettable to engage listeners within 5-8 seconds. The document outlines common ad formats and provides tips for writing ads, such as using descriptive language, conversational tone, and familiar sounds to paint a picture for listeners.
Media Characteristics
The document discusses different types of media used for advertising and marketing communications. It categorizes media as mass media, niche media, addressable media, and interactive media. It then provides descriptions and examples of various print media like newspapers and magazines. It also discusses broadcast media like television and radio, as well as out-of-home media, internet advertising, and direct mail. It covers pros and cons of different media types and concludes with consumer attitudes and expectations regarding media and packaging.
Print and Outdoor Layout and Design
The document provides guidelines for designing effective print and outdoor advertisements, including basic design strategies like keeping layouts simple, creating unity, contrast, and emphasis. It discusses using headlines, body copy, logos and visuals. Advanced techniques include using variety, grouping related elements and color design. Photo design tips include composition and focusing attention. Headline and body copy guidelines include font styles and readability.
Guide to print ad visuals
The document provides guidance on composing effective visuals and photographs. It discusses various factors to consider such as the chief focus of visuals, composing great pictures by establishing a center of interest and background, using techniques like the rule of thirds to arrange subjects, and tips for photographing people.
Print Design Layout
The document repeatedly states that the quick brown fox jumps over the lazy dog, with minor variations in capitalization and punctuation. It consists entirely of this phrase printed over and over across several pages with different formatting between each section.
Print and Outdoor Design ad Layout
The document provides guidelines for designing effective print and outdoor advertisements, including basic design strategies like keeping layouts simple, creating unity, contrast, and emphasis. It discusses using headlines, body copy, logos and visuals. Advanced techniques include using variety, grouping related elements and color design. Photo design tips include composition and focusing attention. Headline and body copy guidelines include font styles and readability.
Adman Lecture 7
The document discusses creative strategy techniques used in advertising, including brainstorming, blocking and block busting, attribute analysis, morphological analysis, reversal, analogy, metaphor, and trigger concepts. It also covers the creative process, inputs to creative development like research, and developing an overall creative strategy to guide an advertising campaign around a central theme or big idea. The strategy is based on the target audience, problem to address, key benefit, and supportive information to include in ads.
Adman Lecture 6
This document provides an overview of establishing objectives and budgeting for promotional programs. It discusses determining marketing and communication objectives, with communication objectives focusing on tasks like awareness, comprehension, and conviction. Budgeting approaches include top-down methods where amounts are set by executives and bottom-up methods where objectives guide budget needs. Objectives should be specific, measurable, time-bound, and track audience responses. Budgets may be set as a percentage of sales, to match competitors, or based on return on investment models.
Chapter006
The document discusses various factors to consider in promotional planning and message design, including the source, channel, and message. It covers source characteristics like credibility, attractiveness, and power. It also addresses different types of message appeals such as fear appeals, comparative ads, and humor appeals. Celebrities are discussed as a source characteristic and their use in endorsements. The optimal channel depends on whether it is self-paced or externally-paced media.
Chapter005
The document discusses various concepts related to the communication process including forms of encoding messages, the semiotic perspective, channels of communication, and models of how consumers process messages. It provides examples of different routes to persuasion like the central and peripheral routes in the Elaboration Likelihood Model. Celebrities are mentioned as a potential peripheral cue that can influence consumers via the peripheral route of persuasion.
More from Largest Catholic University (20)
Recently uploaded
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingExcellence Foundation for South Sudan
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.How to Setup Warehouse & Location in Odoo 17 Inventory
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)Academy of Science of South Africa
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.Advanced Java[Extra Concepts, Not Difficult].docx
This is part 2 of my Java Learning Journey. This contains Hashing, ArrayList, LinkedList, Date and Time Classes, Calendar Class and more.
How to Fix the Import Error in the Odoo 17
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
Community pharmacy- Social and preventive pharmacy UNIT 5
Covered community pharmacy topic of the subject Social and preventive pharmacy for Diploma and Bachelor of pharmacy
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Aberdeen
clinical examination of hip joint (1).pdf
described clinical examination all orthopeadic conditions .
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
RPMS Template 2023-2024 by: Irene S. Rueco
The History of Stoke Newington Street Names
Presented at the Stoke Newington Literary Festival on 9th June 2024
www.StokeNewingtonHistory.com
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
DRUGS AND ITS classification slide share
Any substance (other than food) that is used to prevent, diagnose, treat, or relieve symptoms of a
disease or abnormal condition
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
Recently uploaded (20)
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
How to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 Inventory
South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)
Film vocab for eal 3 students: Australia the movie
Film vocab for eal 3 students: Australia the movie
Community pharmacy- Social and preventive pharmacy UNIT 5
Community pharmacy- Social and preventive pharmacy UNIT 5
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
Pride Month Slides 2024 David Douglas School District
Pride Month Slides 2024 David Douglas School District
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
Adibp Ch1
- 1. © 2009 South-Western, a part of Cengage Learning Chapter 1 The World of Advertising and Integrated Brand Promotion PPT 1-1
- 3. The lines between entertainment and advertising/IBP are blurring—”Madison & Vine”
- 4. Firms use advertising/IBP to build brands
- 5. Firms of all sizes need and use advertising
- 6. Advertising is just one of many tools in IBP
- 7. Advertising/IBP do not guarantee success—8 of 10 new products fail
- 8. People have all sorts of positive and negative (mis)perceptions about advertising and promotionPPT 1-2
- 10. The communication must be delivered through mass media
- 11. The communication must be attempting to persuadePPT 1-3
- 13. IBP uses a wide ranges of tools including:
- 14. Advertising
- 15. Point of Purchase (in-store) materials
- 16. Direct Marketing (catalogs, infomercials, email)
- 17. Personal Selling
- 19. Blogs
- 20. Podcasting
- 22. Brand entertainment (product placement on TV shows, in movies)
- 24. Public relations
- 29. Reception: The context of ad reception and the audience’s understanding of an ad result in a meaningful interpretation of the ad.
- 30. Accommodation and negotiation: The ways in which consumers interpret adsPPT 1-6
- 34. Professionals
- 41. Ad in Context Example This ad ran in Italy. Do you think this is a “global” or “international” ad? What’s the difference? PPT 1-9
- 42. Advertising as a Business Process 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 PPT 1-10
- 43. The Role of Advertising in the Marketing Mix The Marketing Mix Perceived Value Distribution Product Promotion Price PPT 1-11
- 45. Introduction of new brands and extensions
- 46. Building and maintaining brand loyalty/brand equity
- 48. Building brand loyalty in the trade channelPPT 1-12
- 50. Occupies a “value” level
- 51. External niche vs. internalPPT 1-13
- 53. Economies of scale: higher volume results in lower unit costPPT 1-14
- 59. Ad in Context Example Is this ad an example of primary or selective demand stimulation? What’s the difference? PPT 1-16
- 60. The Economic Effects of Advertising Gross Domestic Product Business Cycles Competition Prices Value PPT 1-17
- 61. Special Events Television Advertising C o u p o n s From IMC to IBP Coordinated promotional activities reinforce one another PPT 1-18