Notesale: Turn your study into money

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Advertising & IMC: Principles and Practice, 9th Edition 9th Edition by Sandra
Moriarty, Nancy Mitchell, William D
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 Message: price battles, cost/value proposition, coupons, discounts and sales
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Slide 1
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 A 30 second ad is supposed to lead us to an 8 minute YouTube video
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What is it Advertising?
CHAPTER KEY POINTS
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How have the key concepts of marketing communication developed over time?
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How is the practice of advertising changing?
At its most basic, the purpose of advertising has always been to sell a product,
which can be goods, services, or ideas
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T
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Any form of publicity
would benefit his entertainment business, no matter if it were bad publicity
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He
would offer Free Music for Millions, but rather than playing heavenly music he
would hire bad musicians, so the crowd would end up buying tickets to the show
instead of listening to the band
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Dollars spent advertising
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Verizon
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1
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2
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Slide 4
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Brand advertising – national or consumer ads – long term image
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Retail or local – inform, increase store traffic, build local image
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Direct response – mail, phone, internet
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B2B, Business-to-business or trade – target vendors, trade publications
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6
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PSA, or Public Service Announcements
Slide 5
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The first magazine ads in
Franklin's General Magazine in 1742
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Volney Palmer 1848
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Slide 6
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Strategy is the logic behind advertising, such as increasing or establishing
sales, news, psychological appeal, emotion, initial branding, brand

reputation, position, differentiation from competition, segmentation and
targeting of best prospects
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09/19 Chapter 6
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09/21 Chapter 7
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09/26 Chapter 8
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Message is the creative expression of ideas that appeal to consumers based
on research and insight
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09/28 Chapter 9
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10/05 Chapter 10
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3
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1
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Media Basics
2
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Traditional Media
3
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Digital Media
4
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Media Planning and Buying
4
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1
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Evaluation of Effectiveness
Players
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- Client and account
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2
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- Advertising or Marketing Communications
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3
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- the means for communication, including print: pamphlets; brochures;
newspapers and magazines, outdoor: signs, posters and billboards,

broadcast: radio and TV, digital: banner, SEO, affiliate, site specific,
social networking
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Has anyone heard the phrase: "The medium is the message?"
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This creates a symbiotic relationship where
the medium influences how the message is received
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Ex
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Yet
one of my favorite commercials is the Nike – Leave Nothing clip
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Ex
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4
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Advertising Agencies
Full-Service – Mad Men 29:54
In-House – Ralph Lauren
Specialized – Boutique shops and
Holding Companies – Networks
Agency Jobs - In addition to the chief executive officer, if the agency is large
enough, it usually has one or more vice presidents, as well as department heads for
the different functional areas
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Account Manager / Executive / Supervisor
Account Planning and Research
Creative Development and Production: Copywriter, Art Directors, Producers
Media Research, Planner and Buyer
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Now
performance based on percentage of sales or sales increase or marketing budget
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Philadelphia department store owner John Wannamaker said “Half of our
marketing budget is wasted but I don't know which half
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The Changing World of Advertising:
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0 means getting your customers involved
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2
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3
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Ads
must be purposeful
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It's not art
alone
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) and meet or exceed stated objectives and goals are
considered effective
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4
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Everything
communicates
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Pay Per Click Ads
through Google
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Coordination and
synergy

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