Professional Documents
Culture Documents
Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools working together to create widespread brand exposure.
Advertising Campaign
An integrated series of ads and promotions that communicate a central theme or idea
Advertisements
Specific messages designed to persuade an audience
Source / Sender
Channel
Encoding
MESSAGE
Decoding Audience
Receiver /
Reception: The context of ad reception and the audiences understanding of an ad result in a meaningful interpretation of the ad.
Accommodation and negotiation: The ways in which consumers interpret ads
Local advertising
Ad in Context Example
This ad ran in Italy. Do you think this is a global or international ad? Whats the difference?
Perceived Value
Promotion Price
Positioning
Distinct from other brands Occupies a value level External niche vs. internal
Types of Advertising
Primary demand stimulation Selective demand stimulation Direct response advertising Delayed response advertising Corporate advertising
Ad in Context Example
Competition
Prices Value
C o u p o n s