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J4200 9/2

by: Matthew Carlino
Matthew Carlino
GPA 3.5
Principles of Strategic Communication
Holly Higginbotham

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About this Document

Principles of Strategic Communication
Holly Higginbotham
Class Notes
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Popular in Principles of Strategic Communication

Popular in Journalism and Mass Communications

This 5 page Class Notes was uploaded by Matthew Carlino on Wednesday October 7, 2015. The Class Notes belongs to JOURN 4200 - 01 at University of Missouri - Columbia taught by Holly Higginbotham in Summer 2015. Since its upload, it has received 37 views. For similar materials see Principles of Strategic Communication in Journalism and Mass Communications at University of Missouri - Columbia.


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Date Created: 10/07/15
J4200 92 91515 143 PM Advertising in the Marketing Industry Advertising has a role in o The Marketing Mix 0 Brand management 0 Brand Segmentation differentiation amp positioning 0 In revenue and profit generalization Marketing Mix 0 Product Promotion Place Price the consumer s perceived value Communicating the perceived value is the main role of advertising Marketers figure out the price Percieved Value is known by ALL consumers Not all can purchase the item Brand Management 0 Information and persuasion Introduction of new brands and extensions Buding and maintaining brand loyaltybrand equity 0 Positive association in consumer mind 0 Creating an imagemeaning Building brand loyalty in the trade channel Market Segmentation differentiation and positioning 0 Segmentation Breaking down a large varied market into smaller more similar submarkets o Ad s role come up with meaningful messages aimed at segmented audience Differentiation Creating a perceived difference between brands in the mind of the consumer o Ad s role Shape the perception of the differenes between our brand and the competitor s brand Positioning Getting a brand to occupy a distinct and valued place in the consumer s mind o Ad s role Communicating about the brand in a way that consumers believe the brand s distinctiveness Revenue and profit generation Economies of scale higher volume results in lower unit cost 0 Brand loyalty leads to Inelasticity of Demand less price sensitive to demand Will still buy when price goes up Types of Advertising Primary demand stimulation 0 Focuses on product Categories Selective demand stimulation 0 Focuses on particular brand Direct response advertising 0 ACT NOW Delayed response 0 Plants seeds in the consumers mind about the product Corporate Advertising 0 Image ads for the company CHAPTER 2 STRUCTURE OF THE ADVERTISING INDUSTRY Trend 1 Consumer control take control of how they receive information 0 Social Media 0 Blogs over 100 million active blogs 0 Consumers can praise or trash a brand DVR s fast forward through 100 billion of ad industry Trend 2 Evolving Media organizations 0 Adding merging and consolidating Changing the media landscape Trend 3 Media Clutter Fragmentation 0 Solution More effectiveefficient targeting 0 Less advertising in mass media 0 Integrated brand promotion IBP will grow Trend 4 Crowdsourcing 0 Online outsourcing of tasks and problems My Starbucks ideaquot Kraft Case study Let the consumers name vegemite They decided on isnack20 and it was a huge failure 0 Working in groups on that makes you choose the one No One Hates and not The Best Ad Trend 5 Mobile marketing mobile media 0 Advertisers spent 319 billion in 2014 65 increase over 2013 0 Digital ad spending soon expected to be almost 30 of all US ad Spending 91515 143 PM 91515 143 PM


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