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- Contemporary Advertising
- CONTEMPORARY ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS, 14TH EDITION
- Contemporary Advertising and Integrated Marketing Communications
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You can change your ad preferences anytime. Contemporary advertising and integrated marketing communications 14th edition by arensl weigold and christian arens solution manual. Upcoming SlideShare. Like this document? Why not share! Embed Size px. Start on. Show related SlideShares at end. WordPress Shortcode. Published in: Automotive.
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This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a webs ite, in whole or part. Both consumers and sellers gain from the information about brands contained in IMC messages.
The chapter will help you understand why the practice of advertising has changed and how it may change even more in the future. Learning Objectives After studying this chapter, your students will be able to: LO Explain the role of competition in free-market economics.
LO Discuss the functions advertising performs in a free market. LO Understand the importance of branding, including the benefits that strong brands offer companies LO Identify important milestones in the history of advertising. LO Discuss how the role of advertising has changed in recent years. LO Explore the impact of advertising on society yesterday, today and tomorrow. Teaching Tips and Strategies Using the Chapter Opening Vignette in the Classroom I like to emphasize the youth of advertising as a profession, and ask students why that is so.
The earliest ads for Coca Cola date back to the nineteenth century, which is likely to seem very ancient to students. Yet even the oldest Coke ads are just a bit over a century old. The professions of medicine, law, and finance date back thousands of years.
Prompting students in this fashion will likely lead them to consider the importance of several nineteenth and twentieth century developments for the creation of the modern ad industry. These include industrialization, literacy, urbanization, increases in the standard of living and wealth especially in the U. Shaping the discussion in this way will lead students to a deeper appreciation of the role that advertising plays in modern life.
I always give a brief account of the New Coke fiasco as a way of differentiating the product which consumers preferred in blind taste tests from the brand which consumers rejected hands down to the classic formula.
If nothing else, the New Coke story helps students understand the difference between product attributes such as blind taste or containers and a brand. Other Tips and Strategies This chapter will explain to students the evolution of advertising.
It is important for students to understand that although advertising started in the s, it did not really become an everyday occurrence until the s in America. Many people that I have discussed this with believe it is because Americans were as not focused on consumption then as they are now.
This site has an excellent pictorial timeline of how advertising started in America. I recommend going over the timeline with students. Students seem to really get interested in this information. The timeline begins with the first ad was created in America and brings the students up to date on modern ads. There is also a timeline in the student text. I like to delve into the last century of advertising with students.
As you know, in the s ads were very wordy. Back then, people read a lot more than they do today. This is because radios and television sets had not yet become standard possessions. Advertisers used to make ads look like newspaper articles to help sell products or services. One neat fact to share with students is that Coca-Cola helped to standardize the American Santa Claus in the s through advertising.
Before the standardization, I have been told that Santa was usually called St. Nicholas, and was plump in certain countries and skinny in others. Coke was trying to increase the market share of its product. They helped create the Santa we have today think Christmas Coke. The red and white colors were used to mirror the red and white Coke logo.
That is the power of a well-known brand. I share with students how radio and television changed advertising forever. With the advent of radio came the live radio commercial. Now, instead of just reading about a product or service, people could hear celebrity spokespeople on the radio. Radio ads continue to this day. I recommend going over the advent of television and how consumers could, for the first time, actually hear and see a product or service on television.
This really helped to change advertising, and the resulting television commercials have helped to sell billions of dollars of products through the years. Television advertising has had its ups and downs in the last couple of decades. Reviewing older ads with students is also both informative and entertaining. Remind students that the advent of television allowed many consumers, for the first time, to actually hear and see a product or service. I also try to encourage students to see the challenge faced by people working in agencies as they struggled to discover effective ways to write and produce for new media.
This point can be amplified by showing early commercials from the s and contrasting them with more current examples I contrast old Coca Cola ads with their newer versions. Vignette: The Coca-Cola Story The Coca-Cola Company has approached advertising in many different ways since its beginning in the late nineteenth century.
Principles of Free-Market Economics A market economy is characterized by four assumptions: 1. Self-interest—People and firms pursue their own goals. Open competition between self-interested buyers naturally leads to greater product availability at more competitive prices.
Complete information—Buyers make better decisions when they have more information about the products they can choose from. Many buyers and sellers—Having many sellers ensures that if one does not meet customer needs, another will capitalize on the situation by producing a more market responsive product.
But it may also contribute significantly to health problems and climate change through increases in air pollution and carbon emissions. Functions and Effects of Advertising in a Free Economy 1. For a chronology of the evolution of the Coca-Cola brand and company, see Exhibit 2—1. Identify products and differentiate them from others-a function of branding 3.
Communicate information about the product, its features, and its location of sale 4. Induce customers to try new products and to suggest reuse 5.
Stimulate the distribution of a product 6. Increase product use 7. Build value, brand preference, and loyalty 8. To lower the overall cost of sales C. The Brand 1. Scott M. Among the more specific benefits provided to a company by strong brands are these: a.
They allow for premium pricing versus competitors. They afford protection against price wars.
CONTEMPORARY ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS, 14TH EDITION
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Integrated marketing communications IMC is an approach to creating a unified and seamless brand experience for consumers across channels. Discuss factors that have prompted the shift from mass communications to integrated marketing communications. Integrated marketing communications IMC is an approach used by organizations to brand and coordinate their communication efforts. Promotional Tools : IMC unifies promotional tools across all marketing communication channels. Prior to the emergence of integrated marketing communications during the s, mass communications—the practice of relaying information to large segments of the population through television, radio, and other media—dominated marketing. Marketing was a one-way feed.
Contemporary Advertising and Integrated Marketing Communications
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It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. Advertising and promotion: An integrated Marketing communications perspective 6th ed. Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.