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Integrated Marketing Communication Chapter 1 Notes

by: Sarah Quinn

Integrated Marketing Communication Chapter 1 Notes MARK 3323

Marketplace > University of Texas at Arlington > Marketing > MARK 3323 > Integrated Marketing Communication Chapter 1 Notes
Sarah Quinn
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About this Document

Notes over Chapter 1
Integrated Marketing Communication
Traci Freling
Class Notes
MARK, integrated business communication




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This 3 page Class Notes was uploaded by Sarah Quinn on Thursday February 4, 2016. The Class Notes belongs to MARK 3323 at University of Texas at Arlington taught by Traci Freling in Spring 2016. Since its upload, it has received 211 views. For similar materials see Integrated Marketing Communication in Marketing at University of Texas at Arlington.


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Date Created: 02/04/16
Chapter 1: The World of Advertising and Integrated Brand Promotion The New World of Advertising and Integrated Brand Promotion Mobile marketing: communicating with target markets through mobile devices. New world of  advertising still in transition. Old Media/New Digital Media­It's All about the Brand­ No matter  the channel, it's all about the brand. Brand that doesn't meet our needs will not succeed.  Consumers drawn to brands to fulfill needs, desires, and social symbolism.  What Are Advertising and Integrated Brand Promotion? Advertising is anything but unimportant. Is a complex communication process, a dynamic  business process, and part of social interaction process. Advertising Defined­ Advertising: a  paid, mass­mediated attempt to persuade. Client/sponsor: the company or organization that pays  for advertising. Publicity is not advertising neither is public service announcements. Advertising  must be paid for, use mass media, and attempt to persuade. Can be about an idea, like airline  service or political ad. Integrated Brand Promotion Defined­ Communication and promotion is  all about the brand. Integrated brand promotion (IBP): the process of using a wide range of  promotional tools that work together to create widespread brand exposure. IBP is a process. Can  be used in ads in mass media, sales promos, direct marketing, internet ads, social networks,  sinage, public relations ect. IBP uses mass media. IBP highlights that tools need to work  together. Advertisements, Advertising Campaigns, and Integrated Brand Promotion­  Advertisement: a specific message that an organization has created to persuade an audience.  Advertising Campaign: series of coordinated ads that communicate a reasonably cohesive and  integrated theme about a brand. Must be coordinated. A Focus on Advertising­ IBP allows  consumers to identify relevance of a brand to their lives. Not using IBP will be ignored.  Advertising As A Communication Process A Model of Mass­Mediated Communication­ Two major components: production and reception.  Production­ accomodation and negotiation­ reception. Accommodation and negotiation is ways  consumers interperet ads. Ads are interpreted differently by everyone based on their experiences, values, and beliefs.  The Audiences For Advertising Audience: a group of individuals who receive and interpret messages sent from companies or  orgs. Target audience: particular group of consumers singled out by an org for an ad or ibp  campaign. Target audiences are always potential audiences. Usually 5 categories: household  consumers, members of business orgs, members of trade channel, professionals, and government  officials and employees. Audience Categories­ Household consumers: most conspicuous  audience that most mass media ads are directed to. Members of business organizations: focus of  ads for firms that produce business and industrial goods and services. Members of a trade  channel: include retailers, wholesalers, and distributors. Both household and business goods and  services like microsoft. Professionals: specific target audience like doctors, lawyers, teachers ect. Trade journals: trade publications that ads to professionals are usually carried out in.  Government officials and employees: from universities to road maintenance buy large volume of things such as construction materials, vehicles, fertilizers, computers ect. Advertised to by direct  mail, catalogs, personal selling, and web advertising. Audience Geography­ Global advertising:  ads used worldwide with minor changes. Very few ads can use global. Only effective when  message and brand have common appeal across cultures. International advertising: different ads  on different markets for same brand. Tailored for each market. National advertising: reaches all  geographic areas of a nation. Most of mass media in US. Regional advertising: carried out by  producers, wholesalers, distributors, and retailers that concentrate efforts in a large geographic  region. Local advertising: audience in single trading area like a city or a state. Cooperative  advertising: the sharing of advertising expenses between national companies and local  merchants.  Advertising As A Business Process Every org must make marketing decisions. Ad role relates to contributing to the marketing mix,  developing and managing the brand, achieving effective market segmentation, differentiation,  and positioning, and contributing to revenue and profit generation. The Role of Advertising in  the Marketing Mix­ Marketing: the process of planning and executing the conception, pricing,  promotion, and distribution of ideas, goods, and services to create exchanges that satisfy  individual and organizational objectives. Marketing mix: conceiving, pricing, promotion, and  distributing goods services or ideas. Advertising effort must be consistent with overall marketing mix strategy. The Role of Advertising in Brand Management­ Brand: a name, term, sign,  symbol, or any other feature that identifies one seller's good or service from those of other  sellers. Brands either benefit or suffer from advertising. Information and Persuasion­  Introduction of New Brand of Brand Extensions (Variants)­ Brand extension/variant: an  adaptation of an existing brand to a new product idea. Like snickers ice cream bar. Building and  Maintaining Brand Loyalty among Consumers­ Brand loyalty: when a consumer repeatedly  purchases the same brand to the exclusion of competitors brands, one of most important assets a  firm can have. Can be because of habit, memory, conscious associations with image, or deep  meanings attatched. Ads remind consumers of features. Brand equity: set of brand assets linked  to a brand, its name, and symbol. Creating an Image and Meaning for a Brand­ Links a brand's  image and meaning to a consumer's social environment and to the larger culture. Building and  Maintaining Brand Loyalty within the Trade­ The Role of Advertising in Market Segmentation,  Differentiation, and Positioning­ Market segmentation: the process of breaking down a large,  widely varied market into submarkets that are more similar. Differentiation: the process of  creating a perceivedd difference, in the mind of the consumer, between a brand and its  competition. Based on consumer perception. Consumers must perceive a difference. Positioning:  the process of designing a brand so that it can occupy a distinct and valued place in the target  consumer's mind relative to other brands. External position: the niche the brand will pursue.  Internal position: regards to the other similar brands the firm markets. Repositioning: when a  firm belieces that a brand needs to be revived or updated to address changing market or  competitive conditions. The Role of Advertising in Contributing to Revenue and Profit  Generation­ Contributes to the process of creating sales and revenue. Ads give an org greater  power inn price it charges by contributing to economies of scale and helping create inelasticity of demand to price changes. Types of Advertising­ Primary versus Selective (secondary) Demand  Stimulation­ Primary demand stimulation: trying to create demand for an entire product category which is challenging and costly. Only for totally new products. Selective (secondary) demand  stimulation: points out a brand's unique benefits  compared to the competition. Proper role for  advertising. Direct versus Delayed Response Advertising­ Direct response advertising: asks  consumers to act immediately. "Call now". Delayed response advertising: relies on imagery and  themes. Tries to develop awareness. Corporate versus Brand Advertising­ Corporate advertising:  creates a favorable attitude towards a company as a whole. Brand advertising: communicates  features, values, and benefits of a brand offered by an org. Institutional advertising: corporate  advertising in a trade channel. The Economic Effects of Advertising­ Advertising's Effect on  Gross Domestic Product­ GDP: measure of the total value of goodsd and services produced  within an economic system. Contributes to levels of overall consumer demand when introducing  new products. Advertising's Effect on Competition­ Stimulates competition and motivates firms  to strive for better products ect. Advertising's Effect on Prices­ Depends on product category,  competition, size, and message. Advertising's Effect on Value­ Value: perception by consumers  that a brand provides satisfaction beyond the cost incurred to obtain that brand. Successful  marketing. Symbolic value: what a product or service means to consumers in a nonliteral way.  Social meaning: what a produt or service means in a societal context.  From Advertising To Integrated Marketing Communications To Integrated Brand Promotion Integrated marketing communications (IMC): concept of mixing various promotional tools.


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