Women's Studies 2270A/B Lecture Notes - Lecture 2: Integrated Marketing Communications, David Beckham, Dreamworks Classics

• School: Western University
• Department: Women's Studies
• Course: Women's Studies 2270A/B
• Professor: Tyler Totten

Document Summary

Introducing advertising and promotion: an integrated marketing communications approach chris. The consumer perspective: advertising is so powerful because it is taken for granted, advertising is a perpetually evolving form of social communication. Box 1. 2 new narrative forms of advertising: new narrative forms have been developed which differ from the traditional genres of advertising, ex. Adidas david beckham and johnny wilkinson soccer narrative ad: the campaign merged the marketing communication genres of sponsorship, celebrity endorsement and advertising to produce a hybrid genre (advertainment) Increased the market share for the brand: earned valuable free publicity, other examples, gold blend coffee, and renault clio (1990s, t-mobile, and cadbury (more recent) In some cases the size of entire markets have been transformed by advertising: as a consequence advertising budgets are often the first to be cut in difficult economic times. Implying that the content of the ads isn"t the most important. Social marketing": a genre that addresses issues of social concern: ex.