Additional Discussion Questions ..................................................................................... 19

1 © 2023Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Part 1: Advertising and Integrated Brand Promotion in Business and Society ............... 2 Purpose and Perspective of the Chapter .......................................................................... 2 Cengage Supplements ................................................................ ........................................ 3 Chapter Objectives ............................................................................................................. 3 Complete List of Chapter Activities and Assessments .................................................... 3 Key Terms ............................................................................................................................ 4 What's New in This Chapter ............................................................................................... 8 Chapter Outline .................................................................................................................. 8 Additional Discussion Questions ..................................................................................... 19 Advertising and Integrated Brand Promotion, 9e Angeline Scheinbaum, Thomas O'Guinn, Richard Semenik (Instructor Manual 100% Original Verified, A

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Instructor Manual

Close Scheinbaum, Advertising and Integrated Brand Promotion, 9e, 9780357721407; Chapter

1: The World of Advertising and IBP

TABLE OF

CONTENTS 1 / 4

Instructor Manual: Close Scheinbaum, Advertising and Integrated Brand Promotion, 9e, 9780357721407; Chapter 1: The World of Advertising and IBP 2 © 2023Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

PART 1: ADVERTISING AND INTEGRATED BRAND PROMOTION

IN BUSINESS AND SOCIETY

This book is divided into 5 parts. When starting a new part of the text, it is worth alerting the students to the focus of the chapters within the part. Part 1 sets the tone for the study of advertising. The chapters in this part emphasize that advertising is much more than the old-style mass media messages of the past. But advertising is now more diverse and dynamic and is part of a process called integrated brand promotion (IBP).IBP is the process of using different promotional techniques and tools—from television ads to iPad broadcasts—that send messages about brands to consumers.The rapid ascent of digital media—particularly social networking sites like Facebook and Twitter, have radically changed the landscape for advertising and IBP. Advertising and IBP communications are not just marketing messages. They are also part of a social communication process that has evolved over time with changes in culture, technology, and business strategies.The “brand” plays a leading role in communications. Consumers know brands because they hear about them and use them every day—Apple, Nike, Pantene, Starbucks, and literally hundreds of others. Consumers also know (and learn) by using them and by seeing them being used in society. This first part of this book lays out the broad landscape of the advertising and IBP processes that expose us to brands and what they have to offer.

PURPOSE AND PERSPECTIVE OF THE CHAPTER

The purpose of this chapter is to understand that advertising is distinctive and recognizable as a form of communication by its three essential elements: its paid sponsorship, its use of mass media, and its intent to persuade. It cannot be effective unless some form of communication takes place between the company and the audience. Many different types of organizations use advertising to achieve their business purposes. The world of branding is going through enormous change.Marketing has become much more experiential, as seen in the sustained growth of the sponsorship and event marketing industry. The new world around advertising and IBP centers around the need for measuring these marketing tools and knowing that the lines between information, entertainment, networking, and commercial messages are blurring daily. No aspect of advertising or IBP stands alone—each is connected to the environment, under the larger umbrella of business and society, and each plays a role in communicating with consumers about brands. 2 / 4

Instructor Manual: Close Scheinbaum, Advertising and Integrated Brand Promotion, 9e, 9780357721407; Chapter 1: The World of Advertising and IBP 3 © 2023Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Cengage Supplements The following product-level supplements provide additional information that may help you in preparing your course. They are available in the Instructor Resource Center.•Transition Guide (provides information about what is new from edition to edition) •Educator’s Guide (describes assets in the platform with a detailed breakdown of activities by chapter with seat time) •PowerPoint (provides text-based lectures and presentations) •Test Bank (contains assessment questions and problems) •Guide to Teaching Online (provides information about the key assets within the product and how to implement/facilitate use of the assets in synchronous and asynchronous teaching environments)

CHAPTER OBJECTIVES

The following objectives are addressed in this chapter:

1-1 Describe the new world of branding.1-2 Define what advertising, advertising campaigns, and integrated brand promotion (IBP) are and what they can do.1-3 Explain advertising as a communication process via a model of mass mediated communication.1-4 Describe the different ways of classifying audiences for advertising and IBP.1-5 Explain advertising as a business process.1-6 Identify the various types of advertising and the economic effects of advertising.1-7 Identify the shift from advertising to integrated marketing communications to IBP.

COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS

The following table organizes activities and assessments by objective, so that you can see how all this content relates to objectives and make decisions about which 3 / 4

Instructor Manual: Close Scheinbaum, Advertising and Integrated Brand Promotion, 9e, 9780357721407; Chapter 1: The World of Advertising and IBP

4 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.content you would like to emphasize in your class based on your objectives. For additional guidance, refer to the Teaching Online Guide.Chapter Objective Activity/Assessment Source (i.e., PPT slide, Workbook) Duration Icebreaker PPT Slide 3 10-15 minutes 1-1 Knowledge Check 1 PPT Slide 8 5 minutes 1-2 Discussion Activity 1 PPT Slide 16 10-15 minutes 1-2 Discussion Activity 1 Debrief PPT Slide 17 10-15 minutes 1-3 Discussion Activity 2 PPT Slide 22 10 minutes 1-3 Discussion Activity 2 Debrief PPT Slide 23 10 minutes 1-5 Written Reflection Activity PPT Slide 42 10-20 minutes 1-5 Written Reflection Activity Debrief PPT Slide 43 10-15 minutes 1-6 Knowledge Check 2 PPT Slide 51 5 minutes 1-7 Knowledge Check 3 PPT Slide 57 5 minutes

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KEY TERMS

Accommodation a mediating process that lies between the production and reception phases. Accommodation (and negotiation) are the ways in which consumers interpret ads, decoding what the source has encoded.Advertisement A specific message that an organization has placed to persuade an audience.Advertising A paid, mass-mediated attempt to inform, persuade, or remind.Advertising campaign A series of coordinated advertisements and other promotional efforts that communicate a single theme or idea.Audience A group of individuals who may receive and interpret messages sent from advertisers through mass media.Brand A name, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.Brand advertising Advertising that communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization.

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