A15 - Fit Advertising And Marketing Communications PDF

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Fit Advertising And Marketing Communications...

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The first printed ad in English dates back to 1477 "Advertise" originally meant "to announce"

"Advertising" "Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor." Three criteria must be met for a communication to be classified as advertising: 1. The communication must be paid for. 2. The communication must be delivered through mass media. 3. communication usually must be attempting to persuade. Advertisements Specific messages designed to persuade an audience Advertising Campaign An integrated series of ads and promotions that communicate a central theme or idea Integrated Brand Promotion (IBP) Coordinating promotional tools with advertising to build and maintain brand awareness, identity, and preference Advertising as a Business Process: Role of Advertising in Marketing and Brand Promotion Advertising and the marketing mix Advertising in brand development and management Advertising in market segmentation, differentiation, and positioning Advertising in revenue and profit generation Marketing the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations. Newspaper Advertising 1704 Billboard Advertising 1835 Radio Advertising

1920 Television Advertising 1941 Internet Advertising 1993 In _______,Camel begins using people instead of drawings in ads to make the ads more believable, focusing mainly on women. 1931 In _____, Camel claims cigarettes are a stimulant and will give you increased energy. 1934 the marketing mix Product, Price, Place, Promotion - perceived value Functions and Effects of Advertising as a Marketing Tool To identify and differentiate products To communicate information To induce consumers to try new product and to suggest reuse To stimulate distribution To increase product use To build value, brand preference, and loyalty To lower overall cost of sales To build brand equity Image: Functions and Effects of Advertising as a Marketing Tool Structure of the Advertising Industry I. Advertisers II. Advertising and Promotion Agencies III. External Facilitators IV. Media Organizations V. Target Audiences Advertisers Trade Resellers - Walmart, Hardee's Manufacturers and Service Firms - Procter & Gamble, HP Government - Federal, State, Local Social Organizations - United Way, Nature Conservancy Advertising Agencies: Full-Service Creative Boutique Interactive In-House Media Specialists

Promotion Agencies Direct Marketing...