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IBP
| Question | Answer |
|---|---|
| What is advertising? | Indirect way of turning a potential customer towards the product/service by providing information to persuade a favourable outcome |
| What is advertising's purpose? | Create AWARENESS * ATTENTION * LOYALTY *RECALL *INTENTION TO PURCHASE |
| What did Beck (1997) say about late modernity? | (Today's global society) It is a democracy orientated towards the consumer, they have greater power |
| What is the consumer role in advertising? | * SKEPTICAL * RESISTANT TOWARDS MAINSTREAM TECHNIQUES *SEEKING CONTROL OVER INFORMATION THEY RECEIVE * SHARE/PRODUCE CONTENT |
| what is a brand community and example? | A group of consumer enthusiasts eg Harley Davidson Owners group 660,000 members 115 countries |
| What is advertising's objectives? | * PERSUASIVE * CONTROL COMMUNICATION ENVIRONMENT * ENGAGE WITH USER * MARKET WITH CONSUMER |
| What is retail Marketing? | Instore image of products + services using local media - M&S |
| B2B Advertising? | to consumers and trade * using specialty media (more direct/personal selling to agents eg tyre manufacturer to car manufacturer |
| Corporate advertising? | promotion of company rather than product - Exxon advertising ethical values after Gulf Coast oil spill |
| Direct V Delayed? | Direct - calls consumers to act immediately Delayed - build preference over time eg persil |
| User Generated Adverts? | Disseminate online content resembling brands they love or hate - Doritos Crash the Superbowl/ Fred Perry Tell us your stories |
| Advert Parodies? | Popular culture * shared * create publicity eg John Lewis Bear & Hare - Badger Cull protests |
| Defenders of advertising? | *Educates * Leaves choice to consumer * informs of variety * its a necessity in liberal market |
| Critics of Advertising? | Creates false hope * false reality * suggests fulfillment of human needs * attempts to control behaviour |
| Integrated Brand Promotion? | Process of using a wide range of promotional tools to create widespread brand exposure |
| what are the IBP tools? | *Advertising * Public Relations * Sponsorship * Product Placement * Sales Promotion * Personal Selling * Direct Marketing |
| Why is IBP Important? | *loss of faith in mass media * greater impact * technological evolution * communication evolution * build loyalty * globalisation of marketing strategies |
| Barriers to IBP? | *existing structures * perceived complexity * marketing used to be outsourced * need for cohesion * communicate to new and existing consumers with one message |
| What are the 6 elements of the communication process? | Shannon Model! Source - encoded message - transmission - decoded message - reciever * noise |
| Benefits of advertising? | Promotes a companies success and popularity * can legitimise a company in the public eye * can exploit symbols and senses to achieve objectives |
| Disadvantages of Advertising? | One way process traditionally open to misinterpretation needs to be supported by all functions costly |
| Critique of Shannons 1948 Communication model? | Communication more effective face to face communication is not a one way process not adapted for modern communication platforms the receiver is now the sender in some circumstanes |
| What are the considerations for choice of IBP Tool? | * Push Versus Pull * Target Audience * Budget * Proactive/Reactive * Short term/Long term focus * where product is in Product Life Cycle * Possible associations that might arise |
Created by:
guymandziuk92
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