ADV 318J Study Guide - Midterm Guide: Capitalism Ii, Critical Role, Telemarketing
ADV318J Exam 1
CHAPTER 1: THE WORLD OF ADVERTISING AND INTEGRATED BRAND
PROMOTION
• The world of advertising and IBP is going through enormous change
o Companies are trying to keep up with how and where
consumers want to receive information about brands
o Companies are turning to branded entertainment, the
Internet, influencer marketing (social networks) and other
innovative communication techniques to reach consumers and
get their brand messages integrated into consumers lifestyles
▪ The VP of marketing for Audi America described this
new process of integrating brands into consumers’
lifestyles as “acupuncture marketing” where you go
“narrow and deep” with your messages
• Mobile marketing: communicating with target markets through
mobile devices like smartphones or iPad or surface tablet devices
• No matter how much technology changes or how many new media
options and opportunities are available for delivering messages-its
still all about the brand
o These new options don’t change the fundamental challenge
and opportunity-communicating effectively about the brand
and the brand’s values
• Consumers are irresistibly drawn to brands to fulfill their needs and
desires and also for the social symbolism that brands represent
• You must have a well-conceived and carefully crafted advertising
and IBP programs
WHAT ARE ADVERTISING AND INTEGRATED BRAND PROMOTION?
The tools companies use: advertising and IBP
• Advertising means something different to different people
o It is not a process that the average person clearly
understands or values
o Sometimes advertising is hard-hitting and powerful; at other
times, its boring and ineffective
o It plays a pivotal role in world commerce and in the way we
experience and live our lives
o It is a complex communication process, a dynamic business
process, and now a part of the social interaction process
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Advertising Defined: advertising is a paid, mass-mediated attempt to
persuade
• Advertising is paid communication by a company or organization
that wants its information disseminates
o The company or organization that pays for advertising is
called the client or sponsor
o If a communication isn’t paid for, it isn’t advertising
o Public service announcements aren’t advertising
• Advertising is mass-mediated: it is delivered through a
communication medium designed to reach more than one person
o The mass-mediated nature of advertising creates a
communication environment where the message isn’t
delivered in a face-to-face manner-this distinguishes
advertising from personal selling as a form of communication
• Advertising includes an attempt to persuade
o Ads are communications designed to get someone to do
something
o In the absence of persuasive intent, a communication might
be news, but it wouldn’t be advertising
• For a communication to be classified as advertising, three essential
criteria must be met:
o 1) the communication must be paid for
o 2) the communication must be delivered to an audience via
mass media
o 3) the communication must be attempting persuasion
Integrated Brand Promotion Defined: the process of using a wide range
of promotional tools that work together to create widespread brand exposure
• IBP is a process
o It is complicated and needs to be manages in an integrated
fashion
• IBP uses a wide range of promotional tools that have to be
evaluated and scheduled
o IBP creates exposure for the brand
o The IBP process is squarely focused on brand exposure
o The tools of IBP are varied and wide ranging
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o All of these tools allow a marketer to reach target customers
in different ways with different kinds of messages to achieve
broad exposure for a brand
• The definition of IBP highlights that all of these tools need to work
together
o They need to be integrates to create a consistent and
compelling impression of the brand
• The definition of IBP emphasizes that all the advertising and
promotional effort undertaken by a firm is designed to create
widespread exposure for a brand
Advertisements, Advertising Campaigns, and Integrated Brand
Promotion:
• An advertisement refers to specific message that an organization
has created to persuade an audience
• An advertising campaign is a series of coordinated advertisements
that communicate a reasonably cohesive and integrated theme
about a brand
o The theme may be made up of several claims or points but
should advance an essentially singular theme
o A well-conceived and well-executed advertising campaign
offers consumers a series of messages with a similar look and
feel: Altoids campaign
• How does IBP fit in with advertisements and advertising
campaigns?
o IBP is the use of many promotional tools, including
advertising, in a coordinated manner to build and then
maintain brand awareness, identity, and preference
▪ BMW Campaign with mini cooper: each part of the
campaign elements was coordinates with all of the
others
o *the word coordinated is central to the IBP effort
▪ without coordination among these various promotional
efforts, there is not an integrated brand promotion
ADVERTISING AS A COMMUNICATION PROCESS
Communication is a fundamental aspect of human existence, and advertising
is one of those communications
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Chapter 1: the world of advertising and integrated brand. Promotion: the world of advertising and ibp is going through enormous change, companies are trying to keep up with how and where consumers want to receive information about brands, companies are turning to branded entertainment, the. Communication is a fundamental aspect of human existence, and advertising is one of those communications. Advertising is very much a business process as well as a communication process: it is a basic business tool that is essential to retaining current customers and attracting new customers. Ibp tools relied on in the marketing mix: a firm"s advertising effort must be consistent with and complement the overall marketing mix strategy being used by a firm. The role of advertising in market segmentation, differentiation, and. With the external-positioning decision, a firm tries to create a distinctive competitive position based on design features, pricing, distribution, or promotion or advertising strategy.
