Introduction to Advertising and

Integrated Marketing
Communication
 • Advertising is paid persuasive communication
• Uses non-personal mass media to reach broad
audiences to connect an identified sponsor with a
Defining target audience.
Modern
Advertising • According to AmericanMarketing Association:
ü “Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services by an identified sponsor.”
– Advertising includes the name of a product or
service and how that product or service could
benefit the consumer, to persuade potential
customers to purchase or to consume that
particular BRAND.
– Modern advertising developed with the rise of mass
production in the late 19th and early 20th centuries.
Five basic components:
Paid communication

Sponsor is identified

Tries to persuade or influence

Reaches a large audience

Conveyed through impersonal

mass media
The Functions of Advertising

Builds awareness of products and brands

Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand experiences
History & Evolution

– Egyptians used papyrus to make

sales messages and wall posters.

– Commercial messages and political

campaign displays have been found
in the ruins of Pompeii and ancient
Arabia.
In 1704 The first newspaper
advertisement, an
announcement seeking a
buyer for an Oyster Bay,
Long Island, estate, is
published in the Boston
News-Letter.
Around 1840, Volney Palmer
established a predecessor to
advertising agencies in
Boston.
The world's first television
advertisement was
broadcast July 1, 1941. The
watchmaker Bulova paid $4
for a placement on New York
station WNBT before a
baseball game.

1704 June 1836 1840 28 Aug. 1922 1 July 1941

In June 1836, French The first radio commercial is

newspaper La Presse was credited to WEAF, New York
the first to include paid on August 28, 1922 for the
advertising in its pages. Queensboro real estate
corporation.
 Key Concepts of Advertising
• Strategy The logic and planning behind the ad

• Creative idea Advertisers develop ads to meet objectives

• Execution Advertisers direct ads to identified

• Media audiences

Advertisers create messages that speak

to the audience’s concerns

Advertisers run ads in the most effective media

8
 Key Concepts of Advertising
• Strategy
The central idea that
• Creative idea grabs the consumer’s
• Execution attention
• Media
Creativity drives the
entire field of
advertising
Key Concepts of Advertising

• Strategy Effective ads adhere to the

highest production values in
• Creative idea the industry

• Execution
• Media
Clients demand the best
production the budget allows
Key Concepts of Advertising
• Strategy
• Creative idea Communication channels
• Execution that reach a broad audience

• Media
How to deliver the message
is just as important as
coming up with the creative
idea of the message
 • The process a business uses
to satisfy consumer needs by
providing goods and services
Roles of Advertising – Product category
– Marketing
– Target market
– Communication
– Economic – Marketing mix
– Societal
– Brand
 Roles of Advertising

• Marketing Can reach a mass audience

• Communication
Introduces products
• Economic
• Societal Explains important changes

Reminds and reinforces

Persuades
 Roles of Advertising
• Marketing
• Communication Moves from being
informational to creating
• Economic demand

• Societal
Advertising is an objective
means for providing price-
value information, thereby
creating a more rational
economy
 Roles of
Advertising
Informs consumers about innovations
and issues
• Marketing Mirrors fashion and design trends
Teaches consumers about new products
• Communication
Helps shape consumer self-image
• Economic Perpetuates self-expression
• Societal
 Integrated Marketing Communications
Communications Platforms
• Advertising
• any paid form of non-personal presentation
by a sponsor
• Sales Promotion
• personal presentations by a firm’s sales force
• Public relations
• short term incentives to encourage sales
• Direct marketing
• building good relations with various publics
• Personal selling
• short term incentives to encourage sales
 Marketing Plan
The IMC Model (Marketing Objectives &
Strategies)

Marketing Mix
Elements Price

Product Integrated Marketing Distribution

Promotion

Direct PR/Publicity
Marketing
Communication Mix

Sales
Elements

Advertising
Promotion
IMC
Personal
Events
Selling
18
Employee Behavior, Word of Mouth, processes etc
The Marketing Communications
Mix ?

The specific mix of advertising,

personal selling, sales
promotion, and public relations a
company uses to pursue its
advertising and marketing
objectives.
19
 • The purpose or objective behind advertising
MISSION • include sales promotion, information and guidance to
consumers, developing brand loyalty etc

• (Advertising budget). It means the budget allocation

Money made by the company for advertising

• The message is given through written words, pictures,

Message slogans and so on. The message is for the information,
guidance and motivation of prospective buyers.

• selection of media depends on the budget provided,

Media products to be advertised, and features of prospective
buyers, so on.

• Effectiveness of advertising
Measure
20
AIDA Model of Marketing Communication
AIDA
A - Attention • attract the attention of the customer.
(Awareness)

• raise customer interest by focusing on and

I - Interest demonstrating advantages and benefits (instead of
focusing on features, as in traditional advertising).

• convince customers that they want and desire the

D – Desire product or service and that it will satisfy their
needs.

• lead customers towards taking action and/or

A - Action purchasing

21
Defining Advertising Goals for
Measured Advertising
Results (DAGMAR) – Model proposed by Russel H. Colley in 1961.
– Suggests that the ultimate objective of advertising
must carry a consumer through four levels of
understanding: from unawareness to
awareness—
- The consumer must first be aware of a
brand or company
- Comprehension - he or she must have a
comprehension of what the product is and
its benefits;
- Conviction - he or she must arrive at the
mental disposition or conviction to buy the
brand;
- Action—finally, he or she actually buys that
product.

22
ETHICAL AND
SOCIAL ISSUES
IN MARKETING
ETHICAL ISSUES IN MARKETING COMMUNICATION

Ethics in our context involves matters of right and

wrong, or moral, conduct pertaining to any aspect of
marketing communications.

24
Puffery and Deception

• Puffery refers to exaggerated claim of a product’s

superiority or the use of subjective or vague
statements that may not be literally true.
• Puffery ( commercial exaggeration ) is legal.

• Deception is when the consumer is led

to believe on something which is not true.

• Deception is making false or misleading

statements.
 Advertising to Children

• Advertising promotes superficiality and materialism in children.

SOCIAL
& • Children are inexperienced and easy prey.
• Persuasion to children creates child-parent conflicts.
ETHICAL
ISSUES IN
ADVERTISING CONTROVERSIAL PRODUCTS
MARKETI
NG
• Tobacco
COMMUN
• Alcohol
ICATION • Gambling
• Drugs

26
 – Four Aspects:

• 1) Label information
SOCIAL &
ETHICAL ISSUES IN
• 2) Packaging graphics
MARKETING
COMMUNICATION
• 3) Packaging safety

• 4) Environmental implications

27
 – Look for an advertisement that is impactful or
memorable.
– Save a picture or video of it.
ASSIGNMENT – Present it in class in our recitation next meeting.
– Explain what the advertisement is, who is its target
and why was it impactful.
– Prepare for a quiz.