ADVERTISING

IMC

1
AND MEDIA PLANNING

INTEGRATING ONLINE & OFFLINE MARCOMS

Advertising &
IMC THE NEW WORLD
And Media
Planning
The New World OF MARKETING
of Marketing
Communicatio
n COMMUNICATION
Designed by Dr. Pierre X. Camps, DBA
From the Work of Moriarty, Mitchel & Wells and Sissors & Baron
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 ADVERTISING
IMC

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AND MEDIA PLANNING

Lexicom:
 Marketing
 Advertising
 Marketing Communication (MarCom)
Advertising &
IMC
And Media
 Sales Promotion
Planning
The New World
 Integrated Marketing
of Marketing
Communicatio  Integrated Marketing Communication (IMC)
n
 & others…

Designed by Dr. Pierre X. Camps, DBA 2

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Table of Content:
 What is advertising and what are its key
components?
 What are advertising’s main roles, and what
Advertising &
IMC are the most important types of advertising?
And Media
Planning  Who are the key players in advertising?
The New World
of Marketing  How has advertising evolved, and how have
Communicatio
n these developments affected current
advertising practice?

Designed by Dr. Pierre X. Camps, DBA 3

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Defining Modern Advertising

 A complex form of communication using
objectives and strategies to impact consumer
thoughts, feelings and actions
Advertising &
IMC  A form of marketing communication
And Media
Planning (all the techniques marketers use to reach
The New World
of Marketing
their customers and deliver their messages)
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 4

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Evolution of the Definition of Advertising

Identification
 Simple images, names, found in ancient
China, Babylonia, Egypt, Greece, and Rome
Advertising &
IMC
identified a business, manufacturer, or store.
And Media
Planning Information
The New World
of Marketing  Gutenberg’s (1441) movable type
Communicatio
n mechanized the printing process leading to
mass communication.

Designed by Dr. Pierre X. Camps, DBA 5

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Evolution of the Definition of Advertising

Promotion
 The Industrial Revolution led to surplus
goods, improved transportation, and the
Advertising &
IMC
need for new media.
And Media
Planning Sales
The New World
of Marketing  Advertisers became concerned about making
Communicatio
n ads that worked and defining standards of
effective advertising.

Designed by Dr. Pierre X. Camps, DBA 6

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Evolution of the Definition of Advertising

A few dates!
 1472, first ad in English “Pyes of Salisbury”
 1600s Newspaper emerge
Advertising &
IMC  1655 first use of the term “Advertising”
And Media
Planning
The New World
 1850 Barnum creates 1st campaign
of Marketing
Communicatio
 1850s first “branded items appear in stores
n

Designed by Dr. Pierre X. Camps, DBA 7

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IMC

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Evolution of the Definition of Advertising

A few more dates!
1864 J. Walter Thompson forms JWT
1910 first advertising textbooks
Advertising &
IMC 1930s Radio advertising # 1 media
And Media
Planning
The New World
1950s TV advertising moving strong!
of Marketing
Communicatio
1969 Internet start
n
1970s E-mails
1989 www
Designed by Dr. Pierre X. Camps, DBA 8
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Evolution of the Definition of Advertising

And a few last dates!
 At the dawn of the 1950s Advertising
agencies belong to…
Advertising &
IMC
................
And Media
Planning  At the dawn of 1970s Advertising agencies
The New World
of Marketing belong to…
Communicatio
n ................
 At the dawn of 1990s Advertising agencies
belong to…
................ Designed by Dr. Pierre X. Camps, DBA 9
 ADVERTISING
IMC

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Evolution of the Definition of Advertising

And a few last dates!
At the dawn of the 1950s Advertising
agencies belong to…
Creative people
Advertising &
IMC At the dawn of 1970s Advertising
And Media
Planning agencies belong to…
The New World
of Marketing Marketing people
Communicatio
n At the dawn of 1990s Advertising
agencies belong to…
Finance people
Designed by Dr. Pierre X. Camps, DBA 10
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IMC

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Five Basic Factors of Advertising

1. Paid communication
2. Sponsor is identified
3. Tries to inform or persuade
Advertising &
IMC
4. Reaches a large audience
And Media
Planning 5. Message conveyed through many different
The New World
of Marketing kinds of largely nonpersonal mass media
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 11

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Components of Advertising
Strategy  The strategy is the logic and planning
behind the ad that gives it direction.
 Advertisers develop ads to meet
Creative idea objectives.
Advertising &  Advertisers direct ads to identified
IMC audiences.
Execution
And Media
Planning  Advertisers create a message that speaks
The New World to the audience’s concerns.
of Marketing
Communicatio  Advertisers run ads in the most effective
n Media media.

Designed by Dr. Pierre X. Camps, DBA 12

 ADVERTISING
IMC

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Components of Advertising
Strategy  The central idea grabs the consumer’s
attention and sticks in memory.
 Planning strategy require creative
Creative idea problem solving.
Advertising &  Research involves creativity.
IMC
 Buying and placing ads requires creative
Execution
And Media
Planning
The New World
thinking.
of Marketing
Communicatio
n Media

Designed by Dr. Pierre X. Camps, DBA 13

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IMC

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Components of Advertising
Strategy  Effective ads are well executed reflecting
the highest production values in the
industry.
Creative idea  Clients demand the best production the
Advertising & budget allows.
IMC
 Execution delivers the last contact points
Execution
And Media
Planning
The New World
with the consumers
of Marketing
Communicatio
n Media

Designed by Dr. Pierre X. Camps, DBA 14

 ADVERTISING
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Components of Advertising
Strategy  Television, Internet, magazines, and other
media are used to reach a broad audience.
 Deciding how to deliver the message
Creative idea requires creativity.
Advertising &  How you say something and where you say
IMC
it is just as important as what you say.
Execution
And Media
Planning
The New World  Innovation (depending on your strategy…).
of Marketing
Communicatio
n Media

Designed by Dr. Pierre X. Camps, DBA 15

 ADVERTISING
IMC

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Advertising &
IMC
And Media
Planning
The New World
of Marketing
Communicatio
n

Designed by & Dr. Pierre X. Camps, DBA 16

 ADVERTISING
IMC

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AND MEDIA PLANNING

Advertising &
IMC
And Media
Planning
The New World
of Marketing
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 17

 ADVERTISING
IMC

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Roles of Advertising
Marketing  Marketing is satisfying customer wants
and needs by providing products (goods,
services, ideas).
Communication  The marketing department is responsible
Advertising &
for selling the product using the 4 Ps
IMC (product, price, place/distribution, and
Economic
And Media
Planning
promotion) and brand development.
The New World
of Marketing
Communicatio
n Societal

Designed by & Dr. Pierre X. Camps, DBA 18

 ADVERTISING
IMC

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Roles of Advertising
Marketing  Advertising is a message to a consumer
about a product, designed to create a
response.
Communication  It is also a form of marketing
Advertising &
communication.
IMC  Uses mass communication to transmit
Economic
And Media
Planning product information to connect buyers
The New World and sellers
of Marketing in the marketplace.
Communicatio
n Societal

Designed by Dr. Pierre X. Camps, DBA 19

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IMC

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Strengths of Advertising Communication

Strengths Examples

Can reach a large audience A commercial in the Super Bowl can reach more than 100 million consumers.

The “1984” commercial for the Apple McIntosh sold out the entire inventory in
Introduces products and one day.
brands
The success of the launch of the iPod was due in part to the great silhouette
posters that showed people dancing to the music on their iPods.
Advertising & Builds awareness of products
IMC and brands The success of the new VW Beetle was largely built on its ability to connect with
the anti-status image of the original “lowly” Beetle.
And Media
Planning The truth® campaign informs teens that “Tobacco kills 1,200 people a day.”
The New World Creates brand images
Procter & Gamble’s Ivory Soap has been advertised continuously since the late
of Marketing 1800s.
Communicatio
n Provides information Nike campaigns, with the “Just do it” personal achievement message, have
helped increase sales by 300 percent during the 1990s.

Reminds and reinforces

Persuades
Designed by Dr. Pierre X. Camps, DBA 20
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IMC

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Roles of Advertising
Marketing  Because it reaches large groups of
people, advertising makes marketing
more cost-efficient and lowers prices
Communication for consumers.
Advertising &
 Advertising creates a demand for a
IMC brand using hard sell (persuading) and
Economic
And Media
Planning
soft sell (image building) techniques.
The New World
of Marketing
Communicatio
n Societal

Designed by Dr. Pierre X. Camps, DBA 21

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Roles of Advertising
Marketing  Informs about innovations and issues
 Helps us compare products
 Mirrors fashion and design trends
Communication  Teaches consumers about new products
Advertising &  Helps shape consumer self-image
IMC
 Facilitates self-expression
Economic
And Media
Planning
The New World
 Presents images about diversity in our
of Marketing world
Communicatio
n Societal

Designed by Dr. Pierre X. Camps, DBA 22

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Types of Advertising
 Brand Advertising
– Focused on long-term brand identity
and image
 Retail or Local Advertising
Advertising & – Focused on selling merchandise in a geographical area
IMC
And Media
Planning
 Direct Response Advertising
The New World – Tries to stimulate a sale directly
of Marketing
Communicatio
n
 Business-to-Business
– Sent from one business to another

Designed by Dr. Pierre X. Camps, DBA 23

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Types of Advertising
 Institutional Advertising
o Focused on establishing a corporate identity or winning the
public over to the organization’s point of view
 Nonprofit Advertising
Advertising & o Used by nonprofits like charities, hospitals, orchestras,
IMC
And Media
museums, and churches for customer, members, volunteers,
Planning and donors
The New World
of Marketing  Public Service Advertising
Communicatio
n
o Usually produced and run for free on behalf of a good cause

Designed by Dr. Pierre X. Camps, DBA 24

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Key Players
Advertisers  Wants to send out a message about its
business
Agencies  Identifies a problem that advertising can
solve
Advertising &  Selects the target audience, sets the
IMC
And Media
Media budget, and approves the ad plan
Planning
The New World
 Hires the agency
of Marketing Suppliers o Agency of record (AOR) does most of the
Communicatio
n business; manages other agencies
Audience

Designed by Dr. Pierre X. Camps, DBA 25

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Key Players
Advertisers  Agencies have the strategic and
creative expertise, media knowledge,
Agencies talent, and negotiating abilities to
Advertising &
operate more efficiently than the
IMC
And Media
Media advertiser.
Planning
 Some large advertisers have in-house
The New World
of Marketing Suppliers departments.
Communicatio
n

Audience

Designed by Dr. Pierre X. Camps, DBA 26

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Key Players
Advertisers  Media are channels of communication
that carry the message to the audience.
Agencies  They’re vehicles, but also large media
conglomerates like Time Warner and
Advertising &
IMC
And Media
Media Viacom.
Planning  Mass media advertising can be cost
The New World
of Marketing Suppliers effective because the costs are spread
Communicatio over the large number of people the ad
n
reaches.
Audience

Designed by Dr. Pierre X. Camps, DBA 27

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Key Players
Advertisers  Service organizations that assist
advertisers, agencies, and the media
Agencies in creating and placing ads by
Advertising &
providing specialized services
IMC
And Media
Media  Artists, writers, directors,
Planning
The New World
photographers, producers, printers,
of Marketing Suppliers/ freelancers, and consultants
Communicatio
n Freelancers

Audience
Designed by Dr. Pierre X. Camps, DBA 28
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Key Players
Advertisers  People to whom an ad is directed
—their responses determine if
Agencies advertising is effective.
 Targeting is the process of identifying
Advertising &
IMC
Media the people in the desired audience.
And Media
Planning
 Interactive technology allows ads to
The New World be customized to the target
of Marketing Suppliers audience’s individual needs.
Communicatio
n

 Audience

Designed by Dr. Pierre X. Camps, DBA 29

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The New Advertising

 Electronic media are making advertising more
intimate, interactive, personalized.
 Advertising must evolve to keep up with
technology.
Advertising &
IMC
And Media
 Creativity involves more than just the ad’s big
Planning
The New World
idea, but finding new ways to engage
of Marketing
Communicatio
consumers beyond traditional mass media.
n

Designed by Dr. Pierre X. Camps, DBA 30

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Interactivity
 Buzz is getting people to talk about the event,
idea or brand.
 People contact companies by phone, the
Internet, and through friends.
Advertising &
IMC
And Media
 Advertising must change to also become more
Planning
The New World
interactive
of Marketing
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 31

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Integrated Marketing Communication (IMC)

IMC means unifying all marketing
communication messages and tools to send a
consistent, persuasive message promoting the
brand’s goals.
Advertising &
IMC Stakeholders are also important in IMC.
And Media
Planning
The New World
Synergy means messages have more impact
of Marketing
Communicatio
working jointly than on their own.
n

Designed by Dr. Pierre X. Camps, DBA 32

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Offline Tools Online Outbound Tools

  Interactive TV ads
1. Advertising Pay -per-click ads & banner ads
Intelligent media units 
2. PR Online optimized PR viral marketing 
3.Sponsorship Online sponsorship – communities, pages, sites, events
 
Advertising & 4. Sales promotion Incentives & calls to action online in e-mails & websites
IMC
And Media 5. Direct mail Opt-In e-mail
Planning 6. Sales force Affiliate marketing
The New World   Digital body language (on a web site) 
of Marketing 7. Packaging Pack images on the web site 
Communicatio 8. Point of sale Website is your online POS 
n
9. Retail store design Website – design
10. Exhibitions & conferences Virtual exhibitions, virtual worlds like Second Life

11. Word of mouth   Social media

Designed by Dr. Pierre X. Camps, DBA 33

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Globalization
 The elimination of trade barriers in the 1990s
opened huge international markets.
 Agencies are forming multinational operations
Advertising & to address these markets.
IMC
And Media
Planning
 Should advertisers practice local or global
The New World
of Marketing
advertising?
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 34

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The Quest for Effectiveness

 Gets attention
 Creates a positive impression for a brand
 Separates the brand from the competition
Advertising &  Influences people to respond in the desired way
IMC
And Media  An ad that works—that is effective—is one
Planning
The New World where the target audience responds as the
of Marketing
Communicatio advertiser intended
n

Designed by Dr. Pierre X. Camps, DBA 35

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Effectiveness and/vs. Award Shows

 EFFIE awards recognize effective advertising
 Others are Advertising and Marketing
Effectiveness (AME), Canada’s Cassie Awards,
Advertising &
IMC and London-based Institute of Practitioner’s
And Media
Planning Awards (IPA)
The New World
of Marketing  Clios, the One Show, and the Cannes Lions
Communicatio
n Awards recognize creativity

Designed by Dr. Pierre X. Camps, DBA 36

 ADVERTISING
IMC

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ADVERTISING & IMC, AND MEDIA PLANNING

Advertising &
IMC THE NEW WORLD
And Media
Planning
The New World OF MARKETING
of Marketing
Communicatio
n COMMUNICATION
u! k y o
h a n
TDesigned by Dr. Pierre X. Camps, DBA
From the Work of Moriarty, Mitchel & Wells And Sissors & Baron
37