1 Advertising's Role in Society

Advertising deals with a mass audience. Great for building brand awareness and brand image

is also known as relationship marketing, works to interactively engage a specific individual, using a specific message through specific media outlets.

to engage, build a long-term relationship between the buyer and seller

involving the targeted individual an an interactive or two-way exchange of information

The mid 1900s

the use of alternative media such as direct marketing and sales promotion, the Internet, and social media.

must be tailor made to fit a specific target audience’s needs, wants, and lifestyle

a tactic where the seller does no more than deliver a message to a buyer

external, includes outside advertising & promotions employed to reach the target

internal, corporately focused on employees & vendors (Unplanned contact is the LEAST controllable of the two forms)

individuals

Database Development

the sum of every experience the consumer has – not only with the product but with the company that makes the product.

Personality of a product or service

the sum of every experience the consumer has – not only with the product but with the company that makes the product

the benefit that research has found is important to the target consumer of the product or service

refers to how the key consumer benefit will be creatively delivered to the target

Internet
Social media
Mobile
Alternative media
Public relations
Advertising
Direct marketing
Sales promotions
Out-of-home & transit

breaks the promotional mix down to specific media vehicles such as newspaper, magazine, direct mail, Facebook, guerrilla marketing, gaming, and so on.

places all advertising efforts into one medium

employs more diverse media

building brand awareness and brand image.

a mass-media vehicle that can reach a large, less-targeted audience

determines whether all goals or objectives for the IMC campaign have been met

the message should continue without changes