Read the following things

1.Know what advertising and integrated brand promotion (IBP) are and what they can do.

2.Discuss a basic model of communication.

3.Describe the different ways of classifying audiences for advertising and IBP.

4.Understand advertising as a business process.

5.Understand the various types of advertising.

Paid, mass-mediated attempt to persuade.

Essentials for advertising.

Advertising

Paid: If a communication is not paid for, its not advertising.

Client or sponsor: company or organization that pays for advertising.

Mass mediated: Delivering through a medium designed to reach a large number of people.

Attempting to persuade: Communications designed to get someone to do something.

Advertising as a Business Process

Important aspects:

Contributing to the marketing mix.

Developing and managing the brand.

Achieving effective market segmentation, differentiation, and positioning.

Contributing to revenue and profit generation.

Being measurable.

Integrated Brand Promotions (IBP) Tools

Process of using a wide range of promotional tools working together to create widespread brand exposure.

Uses a wide ranges of IBP tools:

Advertising in mass media.

Sales promotions.

Point-of-purchase materials.

Direct marketing.

Personal selling.

Internet advertising.

Event sponsorship/experiential marketing.

Integrated Brand Promotions Tools, cont

Social networks/social media.

Blogs.

Podcasting/smartphone messaging.

Branded entertainment.

Outdoor signage.

Billboards, transit, and aerial advertising.

Public relations.

Influencer marketing.

Corporate advertising.

Role of Advertising in the Marketing Mix

Marketing: Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services.

Creates exchanges that satisfy individual and organizational objectives.

Anwar the following question

1. What does it mean when we say that advertising is intended to persuade? How do different Ads persuade in different ways? Provide examples

2. How does the process of market segmentation lead an organization to spend its advertising dollars more efficiently and more effectively? Provide examples