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Summary Marketing 244 Notes
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Comprehensive summaries of chapters 1 to 8 for Marketing Management 244.
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DOPE NOTESMARKETING MANAGEMENT
244
,CHAPTER 1:
THE WORLD OF ADVERTISING AND
INTEGRATED BRAND PROMOTION
DOPE NOTES 1 dopenotes.co.za
,The new world of advertising and integrated brand promotion
• IBP (integrated brand promotion) and advertising is going through enormous
change
• Companies are trying to keep up with consumers
• Mass media is not dead but is being supplemented and supported by all sorts
of new ways to reach consumers
• Consumers preferences and new technologies are reshaping the
communication environment
• Lines between information, entertainment, networking, and commercial
messages are blurring
• Companies are turning to branded entertainment, the internet, influencer
marketing
• Advertising, IBP and marketing are becoming more digital, interactive and
social
• Mobile marketing – communicating with target markets through mobile
devices like smartphones
Old media/ new digital media – it’s all about the brand
• New communications options do not change the fundamental challenge and
opportunity – communicating effectively about the brand and it’s values
• A brand that does not meet our needs will not succeed no matter how much
advertising or the form of advertising – we know what we like and what we
want
• Consumers are drawn to brands to fulfil needs and desires and also for the
social symbolism that brand represents
• Analysts are adamant about the process of maintaining a contemporary
market driven image and identity for a brand, and advertising and promotion
are essential to the effort
• This is particularly true with established brands that become well known to
consumers. If the firm does not regularly invest in carefully crafted advertising
and IBP programs, a brand can “drift into oblivion”
What are advertising and integrated brand promotion?
ADVERTISING
• A paid, mass-mediated attempt to persuade
• It is PAID: communication by a company or organization that wants its
information disseminated.
o The company paying for advertising is called the client / sponsor.
o If it is not paid for, it is not advertising. PSAs are not advertising (public
service announcements)
• It is MASS MEDIATED:
o It is delivered through a communication medium designed to reach
more than 1 person, typically a large number of people.
DOPE NOTES 2 dopenotes.co.za
, o Television, radio, newspaper, magazines, internet, billboards,
smartphones.
o The message is not delivered face to face, this distinguishes
advertising from personal selling
• It includes an ATTEMPT TO PERSUADE:
o Ads are communications designed to get someone to do something
o Even an ad with a stated objective of being informational has
persuasion at its core
o Ads can be extremely subtle, or loud and blatant
o Without persuasive intent, a communication might be news, but it
would not be advertising
• Advertising can be persuasive communication not only about a product or
service, but also about an idea/ person/ entire organization: eg. political
candidates
INTEGRATED BRAND PROMOTION
o IBP is the process of using a wide range of promotional tools that work
together to create widespread brand exposure
o IBP is a process: it is complicated and needs to be managed in an integrated
fashion
o IBP uses a wide range of promotional tools that have to be evaluated and
scheduled.
o IBP creates exposure for the brand. It can be a branded product or an
overall corporate brand, but the IBP process is squarely focused on brand
exposure
o MOST PROMINENT TOOLS MARKETERS USE FOR IBP:
o Advertising in mass media (television, radio, newspapers, magazines)
o Sales promotions (coupons, premiums, discounts, samples)
o Point of purchase (in-store) advertising
o Direct marketing (catalogues, telemarketing, email offers, infomercials)
o Personal selling
o Internet advertising (banners, pop-ups, websites)
o Social networks, blogs
o Podcasting, smartphone messaging
o Event sponsorships
o Branded entertainment (product placement, video games, films)
o Outdoor signage
o Billboard, transit, aerial advertising
o Public relations
o Influencer marketing (peer to peer persuasion through social networks)
o Corporate advertising
o All of these tools allow a marketer to reach target customers in different ways
with different messages to achieve broad exposure for a brand
o IBP requires all of these tools to work together, they need to be integrated
to create a consistent and compelling impression of the brand – 2 different
DOPE NOTES 3 dopenotes.co.za
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