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Advanced Promotional Concepts(week 1-3 Notes)

by: Dalton Anderson

Advanced Promotional Concepts(week 1-3 Notes) MKTG331

Marketplace > Western Illinois University > Business > MKTG331 > Advanced Promotional Concepts week 1 3 Notes
Dalton Anderson
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These are notes from week 1 to week 3 of Advanced Promotional Concepts. The basics of promotion to the history of advertising and promotion.
Advanced Promotional Concepts
Shanna Bruer
Class Notes
Advertising, promotion, Advanced, Promotional, concepts, business, Marketing, MKTG




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This 3 page Class Notes was uploaded by Dalton Anderson on Monday February 8, 2016. The Class Notes belongs to MKTG331 at Western Illinois University taught by Shanna Bruer in Winter 2016. Since its upload, it has received 44 views. For similar materials see Advanced Promotional Concepts in Business at Western Illinois University.


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Date Created: 02/08/16
Marketing 331 Advanced Promotional Concepts Week 1 – Week 3 Notes Week 1 1. IMC is the process of using a wide range of promotional tools working together to create widespread brand exposure. 2. Mass Communication is delivered through a medium designed to reach more than one person, typically a large number, or mass, of people. 3. A target audience is a particular group of consumers singled out for an advertising or promotion campaign. 4. Different types of advertisements include global, International, National, Regional, Local, And Cooperative. 5. Corporate advertising is when a corporation such as Unilver promotes “Unilver” instead of Dove, Skippy, or Slimfast – it is usually to get some level of affection for the corporation. 6. Advertising is a paid, mass-communicated attempt to persuade the target audience. 7. An advertising “campaign” is a series of coordinated promotional efforts, including advertisements, which communicate a single theme or idea. 8. People interpret marketing messages differently, some may be very fond of the message being sent, and others may not. This is where “target audience” comes into play. If you aren’t the target audience then you won’t understand the message that is being sent out. 9. The marketing mix is balancing the four areas of marketing responsibility and decision making (conception, pricing, promotion, and distribution) to achieve the best possible balance. 10. Market Segmentation is the process of breaking down a large, widely varied market into submarkets, or segments, that are more similar than dissimilar in terms of what the consumer is looking for. 11. Primary Demand – Promotion aimed at creating demand for an entire product category. 12. Selective Demand – Promotion aimed at pointing out a specific brand’s unique benefits compared with the competition. 13. Internal positioning means the niche a brand will occupy with regard to other similar brands within the firm. 14. Promotions can have an impact on the economics of a society like Gross Domestic Product (GPD), Business Cycles, Competition, Prices, Value, and Symbolic Value. 15. Symbolic value is what a product or service means to consumers in a nonliteral way. A brand can symbolize a person’s idea about their personality. Week 2 1. Advertising overtime has changed due to the goals. We are able to reach a greater number of an audience, we area also able to use a lot more forms of advertising due to technology innovations (i.e. radio, tv, internet, etc.) 2. The FTC has loosened its control over the media ownership – it used to be unacceptable to own multiple TV stations, radio stations, newspapers, etc. Now, it isn’t – you can have a lot of control and ownership. 3. Media Clutter is due to new and increased media options and resulting in fewer focused media outlets to reach target audiences. Marketing 331 Advanced Promotional Concepts Week 1 – Week 3 Notes 4. Different types of advertising agencies include Direct Marketing and database, E-commerce, Sale promotion, Event-planning, Design firms, and Public relations firms. 5. Interactive advertising includes online computer services, home shopping broadcasts, kiosks, CDs, podcasts, and cell phones. 6. Trends affecting the advertising industry are media proliferation, consolidation, media evolution and clutter. 7. Spending on advertising by U.S. government includes Armed Forces Recruiting (“Army Strong”) and Social Issues. The U.S. government spends around $2 billion annually on these 2 things. 8. External facilitators are organizations or individuals that provide specialized services to marketers and agencies that may need more expertise in areas such as research, consulting, production, and software. 9. Different services in promotion/advertising would be Marketers, Advertising and Promotion Agencies, External Facilitators, and Media Organizations. 10. Traditional media is tv, radio, newspaper, Billboards, etc. Week 3 1. The main goal of advertising is demand stimulation. Creating a demand in your product to help outsell your competitors. 2. Advertising came first, when advertising began, there wasn’t brands, there would be a product for sale and that was the product you bought. 3. Advertising became necessary because as the industrial revolution spurred a rise in inventories, manufacturers had to find a way to increase demand for their products… the most affective way of doing this was advertising. 4. Industrial Revolution is important to advertising because it was the creation of machines helping to mass produce things. Limited Liability allowed for accumulation or large amounts of capital to finance. Urbanization, revolution in transportation. 5. During the Great Depression advertising took a huge budget decrease, this was because many believed that the depression was because of advertising and forcing people to buy things they didn’t need. Radio becomes prime entertainment. 6. In the 1950s advertising was War related, TV came in the picture, and Subliminal Advertising was banned. 7. What was the “Creative Revolution”? Everything was about love, peace, and brand creation. 8. 1970s advertising was revolved around “You” as a consumer. This made everyone feel special. New products and ads made people feel like the company cared about the individual. People didn’t feel grouped together. 9. Major factors credited for the rise of advertising include the radio, then the TV, WWI propaganda. 10. The Designer Era - 1980-1992, people started to care more about what they look like and spending money on accessories. 11. After WWI we loved advertising, it became a very common thing in mostly all professions. It gave the leader role to the male/husband and showed the women/wives that they were able to take care of their house and do the chores. With WWII Coke took over advertising and played a huge role in the lives of Americans. Advertising also made way for “Rosie the Riveter”, and this Marketing 331 Advanced Promotional Concepts Week 1 – Week 3 Notes made women want to join the workforce and help out in any way they could. Though later in the 50’s advertisers were considered “Evil”, and that they forced us to buy stuff we didn’t need. 12. The consumer empowerment Era - The internet took off, and Google was created making it easier for consumers to see advertisements and get information.


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