IMC Chapter 1 -
Advertising
,Advertising
Advertising is a paid for of persuasive communication that uses mass and interactive media to teach broad
audiences in order to connect an identified sponsor with buyers, provide information about products, and
interpret the product features in terms of consumer's needs and wants.
Advertising basic functions:
Identification Information Persuasion
, Strategy
• Logic behind an advertising state
in objectives
Message
Key compone • Based on consumer insights
nts
Media
• Traget prospective buyers
Evaluation
• Based on strategic objectives
, 8 common types of advertising
Brand advertising Long-term brand identity and image
Retail or local advertising Sell merchandise in geographic area
Direct-response advertising Stimulate immediate consumer response
B2B advertising One business to another
Institutional advertising Establish corporate identity
Non-profit advertising Reach customers, members, donors etc.
Public service advertising Produced for free on behalf of a good cause
Specialized advertising Specific area (health care, green marketing)
Advertising
,Advertising
Advertising is a paid for of persuasive communication that uses mass and interactive media to teach broad
audiences in order to connect an identified sponsor with buyers, provide information about products, and
interpret the product features in terms of consumer's needs and wants.
Advertising basic functions:
Identification Information Persuasion
, Strategy
• Logic behind an advertising state
in objectives
Message
Key compone • Based on consumer insights
nts
Media
• Traget prospective buyers
Evaluation
• Based on strategic objectives
, 8 common types of advertising
Brand advertising Long-term brand identity and image
Retail or local advertising Sell merchandise in geographic area
Direct-response advertising Stimulate immediate consumer response
B2B advertising One business to another
Institutional advertising Establish corporate identity
Non-profit advertising Reach customers, members, donors etc.
Public service advertising Produced for free on behalf of a good cause
Specialized advertising Specific area (health care, green marketing)
