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.
Consumer Behavior is changing rapidly everyday. How do brand marketers of today deliver their message cutting through the clutter and optimize their brand messaging using the ever changing media trends. This presentation talks about several approaches various industries and companies are adopting today to market themselves more effectively using consumer behavior.
Managing brands over geographic boundariesAqib Syed
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
Consumer Behavior is changing rapidly everyday. How do brand marketers of today deliver their message cutting through the clutter and optimize their brand messaging using the ever changing media trends. This presentation talks about several approaches various industries and companies are adopting today to market themselves more effectively using consumer behavior.
Managing brands over geographic boundariesAqib Syed
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
A discourse over the role of persuasive psychology in commercial advertising.
Topics include:
- Advertising psychology over time
- cognitive theories and effects
- rhetoric influences on advertising
- advertising effects on children
Hint:
Download the presentation for extensive presenter explanations (dutch) in the notes section.
corporate governance and role in strategic managementzeba khan
describes the concept of corporate governance along with need and benefits of corporate governance. highlights the role and importance of corporate governance in strategic management.
Role of board of directors - corporate management - Strategic Management - ...manumelwin
It acts as the Trustee of Shareholders – The director’s act as representatives of shareholders and work with utmost faith and degree of honesty in protecting long term aims of wealth maximization of company.
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
This is a presentation on the scenario of regulations in advertising in India along with some case studies. Hope you find it useful.
This is a presentation done by me for Academic purposes. Lot of content in this presentation has been taken from internet and has been compiled. If you decide to use this ppt for some purpose, I request you to give due credits to me.
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.
First seminar of my Managing Marketing Processes course in the Masters of General Management Program at the Stockholm School of Economics in Sweden: http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
2. The World of Advertising and
Integrated Brand Promotion
We need perspective on 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
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
PPT 1-2
3. What are Advertising and
Integrated Brand Promotion?
Three criteria must be met for a communication
to be classified as advertising:
The communication must be paid for
The communication must be delivered through mass
media
The communication must be attempting to persuade
PPT 1-3
4. What are Advertising and
Integrated Brand Promotion?
Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools
working together to create widespread brand exposure.
IBP is a process
IBP uses a wide ranges of tools including:
– Advertising
– Point of Purchase (in-store) materials
– Direct Marketing (catalogs, infomercials, email)
– Personal Selling
– Internet advertising
– Blogs
– Podcasting
– Event sponsorship
– Brand entertainment (product placement on TV shows, in movies)
– Outdoor signage/billboards
– Public relations
– Influencer (peer-to-peer) communications
– Corporate advertising
PPT 1-4
5. Distinctions within Advertising
Advertising Campaign
– An integrated series of ads and promotions that
communicate a central theme or idea
Advertisements
– Specific messages designed to persuade an audience
PPT 1-5
6. Advertising as a Communications
Process
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
PPT 1-6
7. Audiences for Advertising:
Audience Categories
Household Consumers
Business Organizations
The Trade Channel
Professionals
Government
PPT 1-7
8. Audiences Geography
Global advertising
International advertising
National advertising
Regional advertising
Local advertising
PPT 1-8
9. 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
10. Advertising as a Business
Process
1. The role of advertising in the marketing mix
2. Advertising in brand management
3. Advertising in market segmentation,
differentiation, and positioning
4. Advertising in revenue and profit generation
PPT 1-10
11. The Role of Advertising in the
Marketing Mix
The Marketing Mix
Product Distribution
Perceived Value
Promotion Price
PPT 1-11
12. The Role of Advertising 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
PPT 1-12
13. Advertising’s Role in Segmentation,
Differentiation and Positioning
Segmentation
•Distinct from
(heterogeneous >
Positioning
other brands
homogeneous)
•Occupies a
“value” level
Differentiation
•External niche
(perceived as different or
vs. internal
unique)
PPT 1-13
14. Advertising’s Role in Revenue
and Profit Generation
Brand loyalty leads to inelasticity of
demand: less price sensitivity to
demand
Economies of scale: higher volume
results in lower unit cost
PPT 1-14