ADV 318J Study Guide - Midterm Guide: Massu Engira Masilamani, Web 2.0, Graphic Designer
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Chapter 1: Advertising and IBP Defined
Old Media vs New Media
• Old Media:
o Traditional media used to send message to consumers about brands
o Adertisig as pushed at potetial
• New Media:
o New media proliferates
o We now pull media messages
o Technology and consumer control are reshaping the communications environment
• Companies must adpat, traditional media are being supplemented by new ways to reach
customers
Key Challenge
• Key challenge for advertising remains the same: effectively communicate the brand
• Advertising means different things to different people
o Small business: it gets people through the door
o CEO: builds brand awareness and loyalty
o Artist: creative expression
o Website Man: drives people to site
o Sociologist: cultural artifact
What Is Advertising?
• Advertising – a tool used to promote brands
• It is important to understand that advertising can be a persuasive message about an idea, it is
not just about products
• Advertising is one of many IBP tools
• Businesses of all sizes need and use these tools
• Advertising influences world commerce and our daily experience
What Adertisig Is’t
• Public relation or publicity
• Public service announcements (PSA)
• Personal selling, sales promotions
3 Criteria for Advertising
1. The communication is paid for
2. The communication is delivered via media
3. The communication aims to persuade
Distinctions Within Advertising
• Advertisements – distinct message designed to persuade
• Advertising Campaign – an integrated, coordinated series of ads and promotions
• Consistency: sound, look, feel
• Advertising must be effective
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o Cliets dead that ads produe deostrate results ad ooless alog is o a
result
• An effective ad must satisfy requirements and advertiser objectives
• Levels of effects:
o Awareness
o Knowledge
o Persuasion
o Behavior (hardest to change)
• Effectiveness:
o Strategy
o Creativity
o Execution
Integrated Brand Promotion (IBP)
• IBP – process of using a wide range of promotion tools working together to create widespread
brand exposure
• IBP is a process, uses a wide range of tools:
o Advertising
o P-O-P
o PR
o Sales promotion
o Billboards
o Social networks
o Event sponsorship
o Product placement
Basic Model of Communication (The Advertising Process)
1. Message Production – the advertise and social context determine the advertising messages
2. Message Negotiation – individual see the advertisements and interpret it through their own
mental filters
3. Message reception – individual receive the message and decide what it means
• Advertising do not have a single meaning, each audience member decides what meaning to take
away from an ad
• The Harsh Truth – eliciting a desired meaning is incredibly difficult
Audience Classification
• Audience – a group of individual who receive and interpret messages sent from companies and
organizations
• Target Audience – a specific group of individual singled out by a company or organization to
receive brand messages
Audience Categories
1. Household Consumers
2. Business Members
3. Professionals
4. Government Employees
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5. Trade Members
Audience Geography
1. Global – ads used worldwide (very few, brands appeal)
2. International – ads for different countries and cultures
3. National – ads that reach a single nation (most seen)
4. Regional – ads meant to reach a region (Southwest US)
5. Local – ads for specific area (city, state)
Advertising As A Business Process
• Marketing – process a business or organization uses to satisfy consumer
• The Marketing Mix:
1. Product
2. Place (distribution)
3. Price
4. Promotion (advertising is only one type of tool used for promotion)
Advertising In Branding
1. Information – advertising informs, persuades target audeinces about values of a brand
2. Introduction – new brands, extended brands, are introduced via advertising
3. Loyalty – repeated exposure via advertising to brands helps create loyalty
4. Image – advertising helps enrich
5. Trade loyalty
Video Notes
Capitalism
• The purpose of corporation is to share values
• Social media
• Baby Boom Generation –
o Copaies are aluig suess profit
o Shareholder –
o CEO that are successful delivers profit
• Profit = dollare in – dollar out
• GDP – total market values produced in a year
• The orld ru o idiiduals ruig o…
• Growing ecosystem with different diminisions
Good Companies vs Good Market
• Green in title – sustainable
• B corps can legally ensure goals
Poverty vs Privillegs
• Save on Meats –
• Potluck Cafe
Nurse Next Door
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Document Summary
What is advertising: advertising a tool used to promote brands. What ad(cid:448)ertisi(cid:374)g is(cid:374)"t: public relation or publicity, public service announcements (psa, personal selling, sales promotions. 3 criteria for advertising: the communication is paid for, the communication is delivered via media, the communication aims to persuade. Distinctions within advertising: advertisements distinct message designed to persuade, advertising campaign an integrated, coordinated series of ads and promotions, consistency: sound, look, feel, advertising must be effective. 2: clie(cid:374)ts de(cid:373)a(cid:374)d that ads produ(cid:272)e (cid:862)de(cid:373)o(cid:374)strate results(cid:863) a(cid:374)d (cid:272)ool(cid:374)ess alo(cid:374)g is o(cid:374) a result, an effective ad must satisfy requirements and advertiser objectives. Levels of effects: awareness, knowledge, persuasion, behavior (hardest to change, effectiveness, strategy, creativity, execution. Ibp process of using a wide range of promotion tools working together to create widespread brand exposure. Ibp is a process, uses a wide range of tools: advertising, p-o-p, pr, sales promotion, billboards, social networks, event sponsorship, product placement.
