TOPIC 1 The World of Advertising &

Integrated Brand Promotion (IBP)

By Le Vu Lan Oanh
 Content
The History of Advertising 1
What advertising and integrated brand promotion (IBP) are
and what they can do 2

Advertising as a Communication Process 3

The Audiences for Advertising 4

Advertising Role in Business process 5
Consider the Brand History of Coca-Cola
The Rise of Advertising

The rise of capitalism: Competition

for resources, stimulating demand for 40
goods and services.

The Industrial Revolution 87

The emergence of modern 126

branding

Rise of modern mass media 356

 The Eras of Advertising
❑ Circulation of the dailies.
❑ New opportunities due to the ❑ Advertising found respectability,
railroads and growing urban fame, and glamour.
centers. ❑ Chain of needs
❑ No laws or regulations to ❑ Women became primary target.
restrict advertisers. ❑ Role of science and technology
began to play
The era of industrialization The 1920s
(1800-1875) (1918-1929)

Pre-industrialization The P. T. Barnum era The depression era

era (pre-1800) (1875 to 1918) (1929-1941)
❑ Printed advertisements ❑ Advertising was based on
❑ The Great Depression changed
appeared in newsbooks. consumer culture.
people’s way of thinking about
❑ Advertisements were ❑ Advertising became a full-fledged
many things.
dominated by simple industry.
❑ Advertisers responded by
announcements by ❑ Brands were preferred to unmarked
adopting a tough, no-frills
skilled laborers. commodities.
advertising style.
❑ Pure Food and Drug Act.
❑ Radio emerged as a new
❑ Social and cultural changes opened up
medium.
opportunities for advertisers
Industrialization ADs The 1920s ADs
 The Eras of Advertising
❑ Ads started to take on the themes,
the language, and the look of the
1960s. ❑ Consumption was promoted
❑ Women and other minorities were conservatively.
portrayed in submissive roles. ❑ Television advertising was
❑ Characterized by the creatives. influenced by the rapid-cut
❑ Advertising became a symbol of editing style of MTV.
consumption itself.
Peace, love, and the creative The designer era
revolution (1960 to 1972) (1980 to 1992)

World War II and the The e-revolution begins

1950s (1942 to 1960)
❑ Advertised brands were linked
with patriotism.
❑ Economy and consumption
improved.
❑ Consumers feared being
manipulated by modern
science, technology, and
subliminal advertising.
The 1970s (1973-1980)
❑ Women and minorities adopt
(1993 to 2000)
new roles. ❑ Rise of Internet advertising
❑ Self-indulgence was and e-brand promotions
encouraged. ❑ Advertisers started
❑ Action for Children’s Television. demanding results.
❑ Growth in communications ❑ Centers of advertising power
technology. Federal Trade moved West .
Commission (FTC) and National
Advertising Review Board.
The 1950s: Advertisers encouraged
women to work outside the home.
 Consumer Access, Connections, Branded Entertainment, and the
Great Recession (2000 to Present)

Consumer-generated Consumers can co-create brand

content (CGC) messages and brands

Great Recession of ❑ Led to ad budget cuts

❑ Invested more in branded
2008–2010 entertainment

Selling to business customers via

E-business the Internet

Enhanced e-commerce through

Social networking brand communities and personal
identity projects.
 Essentials for advertising

If a communication is not paid

for, it’s not advertising.
Paid Client or sponsor: company or
organization that pays for advertising.

Delivering through a medium

Mass
designed to reach a large
mediated number of people.

Attempting
Communications designed to
to get someone to do something.
persuade:
Advertising Icon: Absolut
 Distinctions within Advertising

Advertisement
VS Advertising campaign

Specific message that Series of coordinated

an organization has advertisements that
created to persuade an communicate a
audience. reasonably cohesive
and integrated theme
about a brand.
From Advertising to IMC to IBP

❑ Use coordinated promotional activities

to reinforce one another with the

BRAND.

❑ Integrated BRAND Promotion goes

beyond integrated marketing

communications.
 Integrated Brand Promotions (IBP) Tools

❑ Blogs.
❑ Advertising in mass media.
❑ Podcasting/smartphone messaging.
❑ Sales promotions.
❑ Point-of-purchase materials. ❑ Branded entertainment.
❑ Direct marketing. ❑ Outdoor signage.
❑ Personal selling.
❑ Billboards, transit, and aerial advertising.
❑ Internet advertising.
❑ Public relations.
❑ Event sponsorship/experiential
marketing. ❑ Influencer marketing.
❑ Social networks/social media.
❑ Corporate advertising.
A Model of Mass-Mediated Communication
 Audiences for Advertising

Target audience:
Audience: Group of Particular group of
individuals who receive consumers singled out
and interpret messages by an organization for

TARGET
sent from companies or an advertising or IBP
organizations. campaign.
 Audience Categories

Members of business
organizations
Household consumers

Professionals
Members of a
trade channel
Government officials
and employees
 Audiences for Advertising: Geography

National advertising
Global advertising Reaches all geographic areas
of a single nation.
Advertising that is used
worldwide with only minor
changes in the visual and Regional advertising
message content.
Producers, wholesalers,
distributors, and retailers that
International advertising concentrate their efforts in a
relatively large geographic
Firms prepare and place different region.
advertising in different national
markets for the same brand
outside their home market. Local advertising
Directed at an audience in a
single trading area.
 Advertising Role in Business process

Contributing to the marketing mix. 1

1 2
Developing and managing the
brand. 2
3 4
3
Achieving effective market segmentation,
differentiation, and positioning.

Contributing to revenue and profit

generation & being measurable. 4
Advertising is Key to the Marketing Mix
 Role of Advertising in Brand Management
Consumers repeatedly purchases the Brand loyalty
same brand to the exclusion of
competitors’ brands.

Set of brand assets linked to a brand,

its name, and symbol. Brand equity
 Advertising’s Role in STP process

❑ Develop messages that appeal to the

needs and desires of different segments. T ❑ Emphasize performance features.
❑ Create a distinctive image for the brand.
❑ Transmit those messages via
appropriate media. ❑ Develop a message that is different and
unmistakably linked to a company’s brand.

S P