This document provides an overview of an advertising lecture that covers the evolution and history of advertising in Pakistan from 1947 to present day. It discusses the different eras of advertising in Pakistan and the prominent advertisements from each era. The lecture also defines advertising and marketing, explores the relationship between the two, and examines the promotional mix and integrated marketing communications (IMC). It introduces the concept of IMC and discusses the role of advertising within an IMC approach. The document provides context to help understand the development of the advertising industry in Pakistan over time.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 Mansi Tyagi
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
-(MANSI TYAGI)
UNIT 2: SYLLABUS
Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
This session provides attendees with an opportunity to gain an understanding of the components of effective advertising and paid media campaigns; how to evaluate various types of media; learn advertising industry terminology; examine emerging advertising issues in traditional and new media, plus examples and rationales of common practices. All types of media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet.
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 Mansi Tyagi
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
-(MANSI TYAGI)
UNIT 2: SYLLABUS
Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
This session provides attendees with an opportunity to gain an understanding of the components of effective advertising and paid media campaigns; how to evaluate various types of media; learn advertising industry terminology; examine emerging advertising issues in traditional and new media, plus examples and rationales of common practices. All types of media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. Todays Class
◦ Evolution/History of advertising
◦ Advertising and Marketing defined
◦ correlation between advertising and marketing
◦ The Promotional Mix (Classifications of advertising + Narrowed down classifications)
◦ Introduction of IMC
◦ Role of advertising in IMC in Marketing and Advertising
Videos
History of advertising - International
Pakistani advertisements from the PTV era
International Advertising case studies ( M&M and Dunkin Donuts)
5. Evolution of Advertising – National
Era I (1947-1964)
Few ad agencies, creating awareness, limited geo coverage,
Medium – Newspaper (black and white) & radio (late 50’s)
Newspaper include – Nawa-i-Waqt, Daily Jung, Dawn
Radio adverts – announcements, jingles, musical etc
6. Era II (1964-1978)
Arrival of television PTV – November 1964
Coverage in Urban areas
Classic movie songs (brand symbols)
Most popular – Lipton “Chai Chahye”
Pakistan Advertising Association - 1973
Evolution of Advertising – National
7. Era III (1978-1988)
Televised broadcasting of PTV Increased
Color television
Famous PTV dramas
Famous intl ad agencies step into Pakistan
Popular ads include, Dentonic – Naz Paan Masala
Evolution of Advertising – National
8. Era IV (1988-1998)
New computer based technologies & graphic art
1983 PTV sports division
Wasim Akram social ad
New ideas like – Lipton ad featuring Nayyar Sultan “Hum bhol gaey har baat” got intl award
Evolution of Advertising – National
9. Era V (1998-2008)
Adaptations of visual effects
Industry grow 500 times in talent and manpower
Celebrity endorsement into Brand Ambassadorship – mainly sports personalities
PEMRA established
Best ads coke Brrrr, Ufone, Haleeb,
Evolution of Advertising – National
10. Era VI (2008 & Beyond)
Usage of Indian celebrity
Modern animation techniques (Safeguard)
Best trend ad – Zong, Lux, Ufone, Jazz & Pepsi
Evolution of Advertising – National
12. What is Marketing ?
Marketing are activities of a company associated with buying and selling a
product or service. It includes advertising, selling and delivering products to
people
13. What is Marketing Communication?
• Efforts and tools used to communicate with customers
– Newspaper ads, telemarketing and digital ads, event sponsorship, and coupons
Integrated marketing communication
– Coordination and integration of messages from a variety of sources
14. Promotional mix
Tool Usage
Advertising Reach many buyers, Repeat message many times, Impersonal, Expensive
Personal Selling Personal Interaction, Relationship building, Most expensive promo tool
Sales Promotion Wide assortment of tools, rewards. Quick response, efforts short lived.
Public Relations Very believable, dramatize a company or product
Direct Marketing
Sponsorship and
Events
Non public, Immediate, Customized, Interactive
Builds Brand image
16. What is advertising?
“Structured and composed non-personal communication messages that
are paid for and are persuasive in nature”
17. Advertising (What, who and how)
What: Advertising promotes goods, services, and ideas
Who: Directed to groups
Consumers
Businesses
General Public
How: using communication mediums:
Communication vehicle that transfers a message from the sender to the receiver
Mass media: Print or broadcast media that reach very large audiences
Radio, television, newspapers, and billboards
Word-of-mouth (WOM) advertising: Passing of information in an informal, unpaid, person-to-person
manner
18. They key of advertising is to hit the bulls
eye at
Right time | Right Place | Right person
19. What is the function of advertising?
Inform | Persuade | Remind
20. Key concepts that you should know
– Product differentiation:
Portraying one brand as different and better than similar competitive products
• Through advertising, packaging, or physical product differences
– Unique selling proposition (USP):
Distinctive benefits that make a product different than any other
– Market segmentation:
Identifying groups of people or organizations with shared needs and characteristics
• Aggregating the groups into larger market segments according to their mutual interest in the product’s utility
21. How advertising and marketing work together?
Role of Advertising
Role of Marketing
Depends on
fulfillment of ad communication
Brand promise
23. Model of the IMC Planning Process
Analysis of Promotional program situation
Review of marketing plan
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Develop objectives and strategy for each
Develop message, media strategy, and tactics
Analysis of communications process
Budget determination
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
Advertising
Develop integrated marketing communications program
24. Advertising and the Marketing Process
Marketing strategy
• Statement of how the company will
accomplish its marketing objectives
• Directs the company in formulating the
marketing plan
• Determined by the blending of the
marketing mix elements
Advertising strategy
• Describes how to achieve
the advertising objectives
• Sub strategies
• Creative strategy
• Media strategy
27. The Most Common Forms of Advertising
Primary vs. Selective
Demand Advertising
Business-to-Business Advertising
Organizations
National Advertising
Retail/Local Advertising
Professional Advertising
Trade Advertising
Consumers
28. Advertising to Consumer Markets includes:
◦ National advertising – done by large companies on a nationwide basis. Ads for well-known
brands and companies shown on television For example, Cadbury and Mortein animated
ads.
◦ Retail/Local advertising – done by retail and local merchants encouraging consumers to
shop at a specific store, use a local service, or patronize a particular establishment.
◦ Primary versus selective demand advertising – primary demand advertising is designed
to stimulate demand for the general product class or industry. Selective-demand focuses on
creating demand for a specific company and/or its brands.
Advertising to business and professional markets includes:
◦ Business to business advertising – advertising that targets individuals who buy or
influence the purchase of industrial goods or services for their companies.
◦ Professional advertising – advertising targeted to professionals such doctors, lawyers,
engineers
◦ Trade advertising – targeted to marketing channel members such as wholesalers,
distributors, and retailers.
29. Narrowing down the classifications of
Advertising
1. Product Advertising
2. Corporate Advertising
3. Direct Response Advertising
4. Political advertising
5. Public Service Message
30. Business to consumer ad via ad / research agency
Product Advertising
The persuasion and promotion of new products,
existing ones and revised products.
31. Corporate Advertising
Focus is on establishing a
corporate identity or on
winning the public over to
the organization’s point of
view
Advertising Classification
Corporate advertisement
32. Political Advertising
Used by Politician
Persuading people to vote for them
Critics – creating image instead of issues, Campaign spending
Political consumer generated ad
33. Direct Response Advertising
Involve two way communication between advertiser and the consumer.
Can use any medium (mail, television, newspaper, magazine)
Includes call
for action.
Phone number, Advertisers can
also use mail-in form, website
address for Direct Response
advertising.
34. Public Service Advertising
Designed to operate in the public’s
interest and promote public welfare.
Public service message, generally by NGOs and Non-profit organizations
35. Other promotional tools which should be
integrated to your advertising
communication
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
37. Sales Promotion
◦ Most of the promotional budget now goes to sales promotion
◦ Declining brand loyalty
◦ Increased consumer sensitivity to “deals”
◦ Larger and more powerful retailers are demanding more trade promotion support
40. Personal Selling
◦ Person-to-person communication
◦ A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea. For
example selling life insurance plans
42. Interactive/Internet Marketing
◦ Back-and-forth communication
◦ Users participate in and modify
the form and content of
information
◦ Happens in real time
◦ Interactive media
◦ Internet
◦ CD-ROMs
◦ Kiosks
◦ Interactive television
◦ Digital cell phones
45. Defining IMC
IMC is a strategic business process used to plan, develop, execute and
evaluate coordinated, measurable, persuasive brand communication
programs.
The goal of IMC is to generate
short-term financial returns and
build long-term brand value.
46. IMC focuses on one single idea on
many communication mediums!
47. Traditional Marketing Approach
Point of
purchase
Public
relations
Direct
marketing
Interactive
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Publicity
48. Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
49. Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
• Advertising
• Direct
marketing
• Interactive
marketing
• Sales
promotion
• Publicity
and public
relations
• Personal
selling
Ultimate
consumer
• Consumers
• Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
50. The Target Marketing Process
Position through marketing strategies
Select market to target
Determine market segmentation
Identify markets with unfulfilled needs
52. Making the Positioning Decision
Is the current position
strategy working?
Is the segmentation
strategy appropriate?
Are there sufficient
resources to
communicate the
position?
How strong is the
competition?
The
Checklist
53. Promotional Strategy: Push or Pull?
Push Policy
Producer
Wholesaler
Retailer
Consumer
Information Flow
Pull Policy
Producer
Wholesaler
Retailer
Consumer
55. Class Assignment
◦ You will be shown 20 Advertisements back to Back!
◦ Write down the classifications of each of the advertisement shown.
◦ Justify your Answers
1. National advertising
2. Retail/Local advertising
3. Primary versus selective demand advertising
4. Business to business advertising
5. Professional advertising
6. Trade advertising
1. Product Advertising
2. Corporate Advertising
3. Direct Response Advertising
4. Political advertising
5. Public Service Message