Part 1 sets the tone for the study of advertising. The chapters in this part emphasize that

© 2012 Cengage Learning. 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 The book is divided into 5 parts. At the beginning of each distinct 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 much more diverse and dynamic and is part of a process called integrated brand promotion (IBP).•IBP is the process of using all sorts of 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, MySpace 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.oConsumers know brands because they hear about them and use them every day— Apple, Nike, Pantene, Starbucks, and literally hundreds of others.oConsumers also know (and learn) by using them and by seeing them being used in society.This first part of the book lays out the broad landscape of the advertising and IBP processes that expose us to brands and what they have to offer.

CHAPTER 1

The World of Advertising and Integrated Brand Promotion

KEY TERMS

mobile marketing advertising client, or sponsor integrated brand promotion (IBP) advertisement advertising campaign audience target audience household consumers members of business organizations members of a trade channel professionals trade journals government officials and employees Advertising and Integrated Brand Promotion, 6e Thomas O'Guinn Chris Allen Richard Semenik (Instructor Manual All Chapters, 100% Original Verified, A+ Grade) 1 / 4

Chapter 1/The World of Advertising and Integrated Brand Promotion © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.global advertising international advertising national advertising regional advertising local advertising cooperative advertising, or co-op advertising marketing marketing mix brand brand extension (variant) brand loyalty brand equity market segmentation differentiation positioning external position internal position economies of scale inelasticity of demand primary demand stimulation selective demand stimulation direct response advertising delayed response advertising corporate advertising brand advertising institutional advertising gross domestic product (GDP) value symbolic value social meaning integrated marketing communications (IMC)

SUMMARY

Know what advertising and integrated brand promotion are and what they can do.Because advertising has become so pervasive, it would be reasonable to expect that you might have your own working definition for this critical term. However, an informed perspective on advertising goes beyond what is obvious and can be seen on a daily basis. 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. An advertisement is a specific message that an advertiser has placed to persuade an audience. An advertising campaign is a series of ads and other promotional efforts with a common theme placed to persuade an audience over a specified period. Integrated brand promotion (IBP) is the use of many promotional tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference.Discuss a basic model of advertising communication.Advertising cannot be effective unless some form of communication takes place between the advertiser and the audience. However, advertising is about mass communication. Many models might be used to help explain how advertising works or does not work as a communication platform. The model introduced in this chapter features basic considerations such as the message-production process versus the message-reception process, and this model says that consumers create their own meanings when they interpret advertisements.Describe the different ways of classifying audiences for advertising and IBP.While it is possible to provide a simple and clear definition of what advertising is, it is also true that advertising takes many forms and serves different purposes from one application to another. One way to appreciate the complexity and diversity of advertising is to classify it by audience category or by geographic focus. For example, advertising might be directed at households or government officials. Using another perspective, it can be global or local in its focus.Explain the key role of advertising and IBP business processes. 2 / 4

Chapter 1/The World of Advertising and Integrated Brand Promotion © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Many different types of organizations use advertising to achieve their business purposes. For major multinational corporations, such as Procter & Gamble, and for smaller, more localized businesses, such as the San Diego Zoo, advertising is one part of a critical business process known as marketing. Advertising is one element of the marketing mix; the other key elements are the firm’s products, their prices, and the distribution network. Advertising must work in conjunction with these other marketing mix elements if the organization’s marketing objectives are to be achieved. It is important to recognize that of all the roles played by advertising in the marketing process, none is more important than contributing to building brand awareness and brand equity. Similarly, firms have turned to more diverse methods of communication beyond advertising that we have referred to as integrated brand promotion.That is, firms are using communication tools such as public relations, sponsorship, direct marketing, and sales promotion along with advertising to achieve communication goals.Understand the concept of integrated brand promotion (IBP) and the role advertising plays in the process.Integrated brand promotion (IBP) is the use of various promotional tools like event sponsorship, the Internet, public relations, and personal selling, along with advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference. When marketers use advertising in conjunction with other promotional tools, they create an integrated brand promotion that highlights brand features and value. Note that the word coordinated is central to this definition. Over the past 30 years, the advertising and promotion industry has evolved to recognize that integration and coordination of promotional elements are key to effective communication and lasting brand identity.

CHAPTER OUTLINE

INTRODUCTORY SCENARIO : So Just What Is Going On?

This introductory scenario sets an important tone for student understanding of the changes taking place in advertising and IBP. And, it should strike some very responsive cords within the class! You will likely have students who have engaged in activities just like the scenario

in the last 24 hours:

•Visited MySpace, Facebook, or “tweeted” on Twitter •Read a blog •Ordered something from a website (in this scenario, concert tickets) •IM’ed their friends •Sent to or received programming on their smartphone l or iPod, or even iPad •Seen an ad embedded in a video game

Here are the issues to highlight from this scenario:

•Consumers, like your students, want to control their information flow and are turning 3 / 4

Chapter 1/The World of Advertising and Integrated Brand Promotion © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.away from mass media message reception which they cannot control •Consumers trust information sources they believe are under their control more than mass mediated messages •Firms have been using traditional mass media to communicate with consumers for decades and are struggling to find ways to incorporate messages into those more trusted media, particularly the digital and social media networks highlighted in the scenario.I.The New World of Advertising and Integrated Brand Promotion At this point, it is important to provide a perspective on advertising and IPB. PPT 1-2 here •Consumer preferences and technology are reshaping the commercial communication environment •The lines between information, entertainment and advertising/IBP are blurring and this phenomenon is referred to as “Madison and Vine.” •The mass media are not dead, but they are being supported or supplanted by media choices facilitated by new technologies •The current “wisdom” is that advertising and IBP will become more digital, interactive and social facilitated through “mobile marketing” efforts (i.e., reaching consumers with messages on their mobile devices) II. Old Media/Digital Media—It’s All About the Brand PPT 1-3 here •Fundamentally though, regardless of media, firms use advertising and IPB to build brands in the marketplace.•The use of Facebook or Twitter do not change the fundamental challenge— communicating effectively about the brand.•Firms of all sizes benefit from using advertising and IBP tools.•Advertising is one tool in an overall integrated brand promotion effort (along with events, sponsorships, sales promotions, public relations, etc.).•Advertising and promotion do not guarantee success—8 out of 10 new products fail, Cadillac market share plummeted from 75 percent in the 1950s to about 9 percent by the end of the 1990s due to poor product design and positioning. Cadillac is reinventing the brand features, using new advertising and promotion now with some early success.III.What Are Advertising and Integrated Brand Promotion?PPT 1-4 here It is important to start students out with a perspective and clear definitions of the fundamental

terms in the advertising process:

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