Advertisement Class, Second session Based on the book: Contemporary Advertising and Integrated Marketing Communications, 15th edition (All photos/videos - copied from the internet, used only for educational purpose)

1. Advertising
& IMC basics

5. McDonald's has
always invested
heavily in marketing
& advertising

7. Core message in each McDonald's ad:
McDonald's is a fun place to get a fast, delicious meal

9. McDonald's allocates a
substantial portion of its
advertising budget to cooperative
efforts with franchises. Franchise
groups make their own decisions
about hiring ad agencies and
campaign themes.

11. But it’s ALSO built on great IMC.
Anyone can make a
hamburger. But building one
of the world's most iconic
global brands is a rare feat.
McDonald's success is built on
a smart business model and
flawless execution.
“

12. IMC
WHY

13. 1.
Mass media advertising
is not as efficient as it used to be

14. 2.
Consumers are more sophisticated,
cynical, and distrusted than ever before

16. 3.
Tremendous gaps between what companies say in their
advertising and what they actually do

17. How do you create a great
IMC

18. Advertisers
Agencies + Suppliers + Media
+
IMC
=

19. Why does a company such as McDonald's hire an advertising
agency in the first place?
Couldn't it save money by hiring its own staff and creating its
own ads?
How does Leo Burnett Inc. win such a large account?

20. Why do you need an Ad Agency at all?

22. Ad Agency संग चै
Arranged Marriage नै गर।

23. What does an Ad Agency do?

24. An ad agency specializes in developing and preparing
marketing and advertising plans, advertisements, and
other promotional tools.

25. The agency provides service by researching, negotiating,
arranging, and contracting for commercial space and time with
the various print, electronic, and digital media.

26. What factors should you looking in
while selecting an ad agency?