ADV 318J Midterm: ADV Review Notes
Objectives of Chapter:
1) Know what advertising and integrated brand promotion (IBP) are and what they can do
2) Discuss a basic model of communication
3) Describe the different ways of classifying audiences for advertising and IBP
4) Understanding adv as a business process
5) Understand the various types of adv.
Vocabulary
Acupuncture Marketing-term for the new process of integrating brands into consumer
lifestyles; you go “narrow and deep”, according to the VP of marketing for Audi (ex. branded
entertainment, Internet, social networks + other innovative techniques such as having a tablet
attached to a grocery store cart giving you brand suggestions based on what previously bought)
Mobile Marketing- communicating with target markets through mobile devices like
smartphones or iPad or Surface tablet devices
Advertising- paid, mass-mediated attempt to persuade;
Three essential criteria must be met:
(1) communication paid for
(2) communication delivered to an audience via mass media
(3) communication must be attempting persuasion;
**NOT PSAs or publicity or sales promotions; not just about a product, can also be a
brand, person, idea, organization, etc.
Ads- distinct messages designed to persuade
Ad Campaigns- integrated, coordinated series of ads that communicate a reasonably cohesive
and integrated theme about a brand; similar look, feel, and message (ex: Got Milk? Campaign,
apple iPod Nano commercials, Altoids ad)
IBP- process of using a wide range of promotional tools working together to create a
widespread brand exposure; tools: ads, sales, promo, POP, billboards, PR, social networks, and
many more
Audience- group of people who receive and interpret messages
Target Audience- specific group singled out to receive brand messages, subject to “targeting”;
always considered potential because they can never be sure they’ll get the message
Audience categories-
-household consumers (most conspicuous),
-business member
-professionals (mostly reached through trade publications)
-government employees
find more resources at oneclass.com
find more resources at oneclass.com
-trade members (retailers, wholesalers, distributors; most often targeted through personal
selling)
Audience geography- global (very few ads can fit in this category, don’t vary from country to
country), international (different ads in different countries for same brand), national, regional
(SW US), local (city, state)
-
Marketing- process used to satisfy consumer needs/wants through goods/services
- The Four P’s/”Marketing Mix”: Product, Place, Price, Promo
- elements of a marketing mix are advertising and the firm's products, prices, and the
distribution network
Positioning- to occupy a certain place in one’s mind;
external=relative to all other competitive brands
internal=relative to other similar brands the firm itself markets;
repositioning: occurs when a firm believes that a brand needs to be revived or updated
to address changing market or competitive conditions.
Cooperative Advertising- sharing of expenses between national and local merchants
Brand- a name, term, sign, symbol, or any other feature that identifies one seller’s good or
service as distinct from those of other sellers; BusinessWeek and Interbrand have placed dollar
values to brands (ex: Coca-Cola is most valuable brand, at $77 billion; its brand is more
expensive than its sales)
Brand Loyalty- occurs when a customer repeatedly purchases the same brand to the exclusion
of competitors’ brands.
Brand Equity- a set of brand assets linked to a brand, its name, and symbol
Primary Demand Stimulation- a company tries to create demand for an entire product
category; challenging and costly; not effective for mature products (ex: worked when VHS was
first introduced, didn’t work for National Fluid Milk Processor Promotion Board’s got milk?)
Selective Demand Stimulation- advertising is to point out a brand’s unique benefits compared
to the competition; “proper role for advertising”
Direct Response Advertising- asks consumers to act immediately; “Call this number NOW”;
meant for low cost, simple, familiar products usually
Delayed Response Advertising- relies on imagery and message themes that emphasize the
benefits and satisfying the characteristics of a brand; to develop brand awareness and
preference over time
find more resources at oneclass.com
find more resources at oneclass.com
Corporate Advertising- meant to create a favorable attitude toward a company as a whole;
used commonly by Apple, BP, GE
Institutional Advertising- when corporate advertising takes place in a trade channel; for
example, Nordstrom, Home Depot
Examples
Ex 1: Cadillac had a 75% market share in the luxury car market, but by 2007 the share had
fallen to 9%. Why? The public’s perception of the brand got confused. They were in the luxury
car market in the 50’s, but during the 80’s they had a reputation for being cheap and unreliable.
Cadillac invested 4.3 billion to try and redesign, advertise and promote the brand, but since they
had not regularly invested in the brand for the past couple of decades, Cadillac drifted into a
vague oblivion. ** Analysts say that maintaining a contemporary market- driven image and
identity for the brand with promotion and adv is crucial
Ex 2: BMW’s re-introduction of the Mini Cooper into the U.S. auto market was very
coordinated example of IBP
Ex 3: Coke “11:30 Break” Ad is a good example of how people interpret different meanings.
Ex 4: Unilever is a good example of international advertising because it modifies its ads to
the laundry approaches of different countries.
Ex 5: Rolex Tennis Ad is a good example of global advertising because all that was changed
was the language.
Ex 6: Staples “That was easy” campaign was a good example of a straightforward ad and
viral marketing that created a powerful brand.
Ex 7: Schiff ad for prenatal vitamins good example of how ads can create deeper meanings.
Ex 8: P&G good at effective internal and external positioning of brand’s products. In
contrast, Kmart is bad at this.
Ex 9: Ben and Jerry’s good at internal positioning of the different flavors of ice cream.
Ex 10: Uber’s recent change in logos and campaigns is a good example of repositioning.
Contexts and Main Points
*Advertising today is a whole new field; the line of demarcation between ads and daily life has
been obliterated; overall more digital, more interactive, and more social
- Used to be less media producing fewer shows, so consumers had less control (push media)
and now there’s many options for media consumption (pull media)
- Advertising means different things to different people: art form, business, institution, and
cultural phenomenon
- Advertising plays a key role in world commerce and how we all live our lives
*Same holds true: brands that do not meet our needs will not succeed and advertisers must
effectively communicate the brand. But the difference is that advertisers now must ask: how are
we going to reach the consumers?
- Must adapt by using new techniques: branded entertainment, internet, influencer marketing,
mobile marketing (ex: Red Bull with the textbook purchase)
*Customers are drawn to brands to meet needs and for social symbolism (ex: jewelry doesn’t
have a noticeable brand, but people in this day-in-age ask “who are you wearing?”)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Mobile marketing- communicating with target markets through mobile devices like smartphones or ipad or surface tablet devices. Three essential criteria must be met: (1) communication paid for (2) communication delivered to an audience via mass media (3) communication must be attempting persuasion; **not psas or publicity or sales promotions; not just about a product, can also be a brand, person, idea, organization, etc. Ibp- process of using a wide range of promotional tools working together to create a widespread brand exposure; tools: ads, sales, promo, pop, billboards, pr, social networks, and many more. Audience- group of people who receive and interpret messages. Target audience- specific group singled out to receive brand messages, subject to targeting ; always considered potential because they can never be sure they"ll get the message. Trade members (retailers, wholesalers, distributors; most often targeted through personal selling)
