Lecture 7 section 2

Integrated Marketing
Communications (Promotion)

BMM601 Marketing Management

Module Leader: Wendy Tabrizi
w.tabrizi@aston.ac.uk
Section 2 Learning Outcomes

By the end of this section, you will be able to:

• Identify key aspects of advertising and the use of traditional, support and
digital media
So what is Advertising?

• Advertising is non-personal communication from an

identified sponsor using mass media.
– Practice dates back to ancient Greece and Rome
• Changes in media landscape have slowed growth of
traditional advertising …
– But mass communication remains the best way to reach a large
audience
Who creates advertising?

• An advertising campaign is a coordinated, comprehensive

plan that carries out promotion objectives and results in a
series of ads placed in various media over a period of time.
• Most brands hire outside agencies.
– Limited-service agency
– Full-service agency
User-Generated Advertising Content

• User-Generated Content (UGC) includes the millions of

product-related comments, reviews, photos, images, and
videos posted online by consumers.

– Some marketers encourage consumers to contribute their own DIY

ads "Doritos Crash the Super Bowl“:
https://www.bing.com/videos/search?q=Doritos+Crash+the+Super+B
owl&docid=608032056545052574&mid=1F769AB07909C1AB9DD41F
769AB07909C1AB9DD4&view=detail&FORM=VIRE
– Crowdsourcing can help select a winning ad or even create one
(Ford’s ‘Fiesta Movement’ campaign).
Where to Say It: Traditional Mass Media

• TV is often the medium of choice, but is expensive

• Radio is flexible but is declining in use
• Newspapers are excellent for local ads
• Magazines are varied in scope and can target local
markets with selective appeal
Where to Say It: Branded Entertainment

• Advergaming is brand placements in video games.

• Native advertising is an execution strategy that mimics the

content of the website where the message appears

• Content marketing provides useful information through blogs,

websites and videos of the website where the message appears
Where to Say It: Support Media

• Directory advertising is information-focused advertising such as

the Yellow Pages
• Out-of-home media reaches people in public places
• Place-based media transmits messages in public places where
certain people congregate (airports, doctors’ offices, etc.)
Where to Say It: Digital Media

• Owned media may include websites, blogs, Facebook, and

Twitter accounts.
• Controlled by company, effective for relationship building
• Paid media includes display ads, sponsorships, and paid
key word searches.
• Most similar to traditional advertising, less trusted by consumers
• Earned media refers to word of mouth or buzz on social
media.
• Most credible to consumers, no company control
Website Advertising

• Online advertising is no passing fad.

 Some adults spend more time on mobile devices than TV.

• Target customers via:

 Website advertising

– Banners, buttons, and pop-up ads

 Permission e-mail marketing
 Search engines
 Mobile advertising
 Video sharing
Recap of section 2

At the end of this section, you are able to:

• Identify key aspects of advertising and the use of traditional, support and digital media