contemporary advertising 11e chapter 1
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chapter1
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
What is Advertising Today?
Introduction to the profession, communication, types of advertising,
marketing, and IMC
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1-3
Define marketing and identify the four elements
of marketing strategy.
Discuss advertising’s role in marketing
strategy.
Explain how advertising differs from basic communication.
Define advertising and differentiate it from other
forms of marketing communications.
Explain the difference between consumer and
business markets.
Chapter 1 Objectives
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1-4What is Advertising?Definition
Advertising is . . .
nonpersonal communication of information, . . .
about products (goods, services, and ideas) . . .
by identified sponsors . . .
through various media.
usually paid for . . .
usually persuasive in nature . . .
structured and composed . . .
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1-5What is Advertising?Types of Media
Mass
BillboardsNewspapers & Magazines
Radio & TV
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1-6What is Advertising?Types of Media
AddressableMass
Billboards
Newspapers & Magazines
Radio & TV
Direct Mail E-Mail
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1-7What is Advertising?Types of Media
InteractiveMass
Billboards
Newspapers & Magazines
Radio & TV
Addressable
Direct Mail
Kiosks Web sites
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1-8What is Advertising?Types of Media
NontraditionalMass Interactive
Billboards
Newspapers & Magazines
Radio & TV
Addressable
Direct Mail
Kiosks
Web Sites
Shopping Carts
BlimpsTattoos
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1-9What is Advertising?Types of Media
Mass Interactive Nontraditional
Billboards
Newspapers & Magazines
Radio & TV
Addressable
Direct Mail
Interactive
Kiosks
Web Sites
Nontraditional
Shopping Carts
Blimps
Tattoos
etc.
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1-10Communication:Human Communication Process
Source Encoding Message Channel
Decoding Receiver
Feedback to bedecoded by a receiver
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1-11
Within the text of the advertisement
Author
Persona
Sponsor
Communication:Stern Model
Feedback
Source Message Receivers
Literary form (Autobiography,
Narrative, Drama)
Actual consumers
Implied consumers
Sponsorialconsumers
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1-12Communication:Source Dimensions
Legally responsible
Has a message
Copywriter, art director,or creative group
Creator is invisible to audience
Real or imaginary spokesperson
Represents the sponsor
Sponsor
Author
Persona
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1-13Communication:Message Dimensions
“I” tell a story aboutmyself to “you,” theimaginary audience
Third person tells astory about others toimagined audience
Characters act in frontof imagined audience
Autobiography
Narrative
Drama
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1-14
Autobiography:Discovery Channel, “Deadliest Catch”
Communication:Message Dimensions
[Insert P1.4 (Discovery Channel, p. 11 here):
Position = 3” horizontal, 1.55” vertical
Size = 5.7” wide]
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1-15Communication:Message Dimensions
Narrative:Regency Blue Cross/Blue Shield
[Insert P1.5 (BlueCross/BlueShield, p. 11 here):
Position = 3” horizontal, 1.55” vertical
Size = 5.7” wide]
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1-16Communication:Message Dimensions
Drama:Nike Outdoor, “You Are Faster Than You Think”
[Insert P1.6 (Discovery Channel, p. 11 here):
Position = 3” horizontal, 1.55” vertical
Size = 4.6” TALL]
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1-17Communication:Receiver Dimensions
Ad texts presume an audience
Gatekeepers whodecide if the ad will run
Ad uses impliedconsumers, not real ones
Sponsor’s executives
People in the real world who comprise the target audience
Implied consumers
Sponsorial consumers
Actual consumers
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1-18Communication:Feedback and Interactivity
Lets sender know if message received & understood Sender>Message>Receiver>New Message>Sender Sender can tell when communication breaks down
RedeemedCoupons
PhoneInquiries
IncreasedSales
SurveyResponsesFeedback
and Interactivity
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1-19
The Marketing Dimension
Defines advertising’s role in business Marketing the only function with a primary revenue-
generating role
Business Functions
OperationsFinance& Admin
Marketing
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1-20
What is Marketing?
Marketing is . . .
to create exchanges that . . .
satisfy the perceived needs, wants,and objectives . . .
of individuals and organizations.
the process of planning and executingconcepts, pricing, distribution, and promotionof ideas, goods, and services . . .
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1-21Marketing:Target Markets and Audiences
Business/Industrial:Trades, Professions, & Agriculture
Consumer:Retail & Public Service
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1-22
What is Advertising?
B2B ad for the Vancouver Sun
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1-23Marketing:The 4Ps
Categories ofgoods or services
Strategies forcompetitive pricing
Distributionand geography
Communicationchannels
Product
Price
Place
Promotion
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1-24Marketing:Marketing Communications
CollateralMaterials
SalesPromotion
ProductAdvertising
PersonalSelling
PublicRelations
MarketingCommunication
(Marcom)Types
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1-25Marketing:IMC
Media proliferation
More competition
Higher costs
Less-efficient advertising
Cynical, untrusting, & sophisticated
consumers
Gaps between promise & delivery
Need for more relationship building
Movement toward
establishing consistency
among agencies &
departments
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1-26Marketing:IMC
CollateralMaterials
SalesPromotion
ProductAdvertising
PersonalSelling
PublicRelations
MarketingCommunication
(Marcom)Types
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1-27
Integrated Marketing
CollateralMaterials
SalesPromotion
ProductAdvertising
PersonalSelling
PublicRelations
CollateralMaterials
SalesPromotion
ProductAdvertising
PersonalSelling
PublicRelations
Marketing:IMC