Advertising and Brand Loyalty

Lecture 1 - The World of Advertising and Integrated Brand Promotion

• Consumer preferences and new technologies are reshaping communication and advertising's future.
• Measurement/research is critical; every investment requires it.
• Boundaries blur between information, entertainment, networking, and commercial messages.
• Mobile marketing accesses approximately 81% of American consumers.
• IBP, advertising is about the brand, regardless of technical advances.
• Businesses face the simultaneous challenge/opportunity to effectively communicate brand value and benefits.
• Brands unable to meet consumer needs are ultimately unsuccessful.
• Historic brands need to maintain their market image by communicating their contemporary identity to the target audience.
• Cadillac lost market share; it fell to 0.88% in 2020.
• Cadillac's market share was restored through product redesign, reaching a target audience, and increased digital efforts; Escalade was named the 2021 Luxury Vehicle of the Year by Cars.com
• Advertising creates brand awareness and loyalty, brings people into stores, expresses a concept, communicates with current/potential customers, drives website traffic and is an important cultural and historical record.
• The client or sponsor is the entity that actually pays for advertising.
• Mass mediated advertising is delivered to reach a large mass of people. Advertising tries to persuade, inform, or remind.
• Integrated brand promotion (IBP) is a manageable process using evaluated/scheduled promotional tools.
• IBP tools create a consistent, compelling brand image.
• IBP creates widespread brand exposure.
• Advertisements convey one message.
• Advertising campaigns use coordinated ads and promotional efforts to communicate a single brand theme.
• IBP enables consumers to efficiently evaluate the relevance of brands to their lives.
• The audience ranges from household consumers to college students, to business people.
• The target audience is selected but not guaranteed to respond to an intended business message.
• Household consumers are the main focus of consumer advertising.
• Business and industrial goods/services focus on business organization members.
• Members of a trade channel include retailers, wholesalers, and distributors.
• Professionals include doctors, lawyers, accountants, teachers, and electricians; they're reached with trade journals.
• Government officials/employees purchase in large quantities.
• Global advertising is used worldwide with minor visual and message changes.
• International advertising prepares/places advertising in different national/cultural markets outside the home market.
• National advertising reaches all geographic areas of one nation.
• Regional advertising focuses efforts in a geographic region.
• Local advertising is directed at a single trading area.
• Cooperative advertising shares advertising expenses between national companies/local merchants; also called co-op advertising.
• Advertising contributes to the marketing mix, manages brand development, segments the market, and makes profit.
• The four main areas of responsibility within an organization are developing, pricing, promoting, and distributing.
• Advertising educates about brand features/benefits for consumer persuasion.

Lecture 2 - The Structure of the Advertising and Promotion Industry

• Advertisers communicate with a target audience using promotional techniques; advertisers are also known as clients by agency partners.
• Manufacturers/service firms are the largest users of advertising/promotion.
• Mass media advertising creates brand awareness and preference.
• Trade resellers buy products from manufactures and then resell to consumers.
• Trade resellers include wholesalers and distributors, they generally rely very little on consumer advertising.
• Advertisers use advertising/promotion practices to reach targeted populations.
• Federal, state, and local governments compose one of the 100 largest advertising spenders in the U.S.
• It's important for advertisers to describe the firm's objectives for short/long-term campaigns, including brand extensions and international launches.
• Advertising spending should identify and manage the supply chain/distribution system and be committed to marketing strategy integration.
• Advertising agencies use professional individuals who offer inventive and management resources for advertisers.
• Most advertisers utilize advertising agencies.
• American agencies are located world-wide.
• Many agencies are based out of Europe.
• Full-service agencies use various marketing professionals.
• Creative boutiques emphasize copywriting and artistic services.
• Digital/interactive agencies focus on direct marketing communications using media.
• In-house agency is an advertising department within a company.
• Media specialists consult on media strategies and purchase time/space in a medium.
• Promotion Agencies are highly specialized companies providing event promotions to retail tie-ins.
• Fulfillment centers ensure customers e-commerce shipments.
• Infomercials promote directly to viewers.
• Promotion agencies such as sales promotions, contest design, and coupon operation are for advertisers.
• Event-planning agencies secure locations/dates to implement a promotional event
• Design firms help create the impression of a firm's advertising.
• It's important to measure events as a form of Integrated Brand Promotion (IBP).
• Public relations firms manage stakeholder relationships.
• Negotiation between the advertiser and agency is important before services are supplied
• Account services identifies the benefits of the brand and its positioning. Account planners are assigned to clients to ensure constant research input.
• Creative services develop a concept. Production services realize said concept.
• Media planning and buying services conduct buying/planning.
• Agencies have accounting, billing, and staffing services. The traffic department ensures deadlines are met.
• Commissions include 15% of billing, markup charges include fixed percentage, and fee systems include hourly rates or by project.
• Agencies can be paid based on the results by accomplishing objectives such as awareness, brand identification and data, and feature analysis.
• Pay-to-results is becoming more prevalent.
• External facilitators facilitate and specialize, for a marketing/advertising firm offering research to advertisers to understand potential areas of consumer service.
• There are three consulting types: database, website development, and gathering and integration of data.
• Production facilitators are companies that offer integral services during and after production with physical facilitation, directors, camera operators.
• Software firms help with evolving media and technology.
• Broadcast, print, and media specialists are media organizations.
• Target audiences and content marketing involve households, government and business.
• Focus is on making and sharing value added content of decision makers. It involves presenting information to a target audience through brand efforts.

Lecture 3 - The History of Advertising and Brand Promotion

• As early as 3000 BC a Papyrus was found in Thebes to help find Shem in ancient Egypt,
• Also the papyrus offered a reward for runaway slaves as well as promoted a weapon store; this is the first instance of written advertising.
• Advertising arose from the rise of capitalism, the industrial revolution, the emergence of modern branding, and the rise of mass media
• Capitalism promotes competition for capital and stimulating consumer demand for services and resources
• The Industrial Revolution increased goods that required promotion
• Limited liability restricts an investor's business risk to the capital that they have invested
• Branding focuses consumer attention on identified items.
• The telegraph developed a communication revolution Mass media enabled brands and advertising.
• In 1800 before the pre-industrialization age, advertisements appeared in newsbooks.
• They were dominated by simple statements. New opportunities were created due to urban centers.
• There was a increase for railroad transportation and growing urban centers
• Advertising has not faced restriction.
• The P.T Barnum Era was between 1875-1918.
• Advertisers opened up opportunities by engaging consumer culture. Consumer culture is a way of life focusing on consumption.
• Social and cultural changes were opened for advertising.
• Advertisers used Consumer culture to market their brand.
• Advertising gained notoriety recognition during the 1920s from 1918-1929
• Women became primary target
• Modern technology began coming out.
• Chain of Needs is where product that led to new product
• A shift occurred to science and technology
• The Great Depression changed people's perspective about numerous things taking place within their environment.
• Radio developed as a new source
• Advertisers had to adopt to consumer behavior/ad design
• The Federal Trade Commission (FTC) declared advertisement had to be considered as ethical/ non deceptive.
• Brands were associated with patriotism
• The consumers improve their technology with science and the economy with the emergence of technology,
• Consumers feared being manipulated by science resulting in “sub-minimal advertising” This era’s was know as World War 2 and the 1950’s from 1942-1960
• In the 1960s and 1970s, Advertising started a period of taking on language/look
• Women/Minorites were seen as submissive roles.
• Creatives began to see a new world around them.
• Advertising became used in consumption.
• Self-indulgence was encouraged in advertising.
• Honesty and disclosure were essential for advertisement.
• Advertising began to grow communications and technology.
• Advertising became important for communication/design.
• In this decade, MTV started.
• Television became rapidly advertised.
• The age of the internet began in 1993-2000.
• In this era Advertising became high in demand with rising promotions.
• Power shifted out west.
• Advertising in modern times has become well received do to internet resources for consumers to look for good/services Since 2000-2020
• Web 2.0 was created with better pull advertising.
• Media became brand awareness one source.
• One media pulls consumers for advertisement. One media will engage consumers.
• It also lead to advertisement blocker to avoid “post-advertising.”
• It help advertising create a better brand.
• Software was created for advertising.
• It's difficult to generate quality advertisement with business to business online.
• Branded and integrated, blended in the marketing.
• There were several restrictions from society on commercial use. Advertisements and consumer safety and well being was the start of Covid-19 and current time.
• National and hygiene campaigns were focused at home. Ads also moved toward functional messages.
• Entertainment was now to be considered and placed into a new environment.
• Advertising moved to a virtual new normal.

Lecture 4 - Social, Ethical, and Regulatory Aspects of Advertising and Promotion

• Ethics are moral standards that aspects interact with social and legal consideration.
• Truth in advertising has to do with making misleading statements to consumers.
• Puffery is considered the world's best and ethical in advertisement.
• Consumers groups help with the attention of having issues in free advertisement to consumers.
• Superficiality, material goods, and creating value is the concern with children in advertising.
• Pester power has resulted.
• Tv programs aim adds that directly promote advertisement.
• The advertisement limits TV show access.
• Children aren't the only ads being targeted
• Advertising can't promote demand only the product.
• Social and cultural trends are a result of advertisement, including technological change influencing consumer needs.
• Advertising can bring more information in a more demographic. Advertising can be superficial in most cases. Advertising can be efficient if applied in marketing, but may expand the gap in wealth. Advertising makes one feel they have to get new things. Consumers strive to follow the new ideals or social status. Adverting shows sensitivity, world diversity, less prevailing stereotyping, changing stereotypes within the disabled and LGBTQ community. Advertisers perpetuate the community. Advertisement can contain poor taste/taste It can depend on the setting where we are from/ how we look at things. Creativity involves all art into all business and product.
• Ethical advertising and its influence on consumers is complex because of vulnerability.
• Advertising regulations vary country to country with what consumers know. FTCs regulate how consumer advertising should be misleading.
• It must represent and be judged reasonably to ensure advertising is ethical. FTCs programs and advertising practices.
• The attorneys are responsible for investigating questions for promotional practices/The national association of Attorneys general share with the government to police advertisements.
• An ad to a website can be used for data and is protected with laws.
• Its important what you say in your add how things and what one say influence costumers.
• Social can influence what happens with a trend with ads.
• Its shows what advertising trends are saying in India Truthfulness an deception can come from ads to a marketing strategy. There must be fair competition. There's a need to identify the intellectual property within adds and caring the tagets

Lecture 5 - Advertising, Integrated Brand Promotion, and Consumer Behavior

• Consumer behavior involves obtaining consuming that precedes products.
• Consumer behavior relates to a business is advertisements from IBP and a consumer as a society.
• Consumer processes of recognition are evaluated in an alternative approach to consumers. Brands want to be involved so that they may come to mind during an approach.
• Consumers have to perform their alternative evaluations and give their opinions about alternative options for others to see.
• An advertising value can include a price, color, texture, or scent of a product. Advertiser wants to increase their value when they need help buying.
• At the time the goal must be to provide customers and have them be loyal for future business.
• There needs to be awareness for satisfaction and a post purchase experience
• Advertising had done well with understanding with the customer.
• The consumer needs to engage in all sources of information to help influence if the choice is right with the products they need
• The person in an advertising team may be affected by long-term marketing techniques.
• Extended problem solving- Consumers want to make sure they set a high standard for what will benefit them.
• Deliberate careful product analysis is most important. Common is more or less very good and limited in each. A Variety/ Habits includes a single product with an all-around pattern to solve and help others understand.
• The advertisement would only serve to sell a message or provide data. It is important with all the business to consumers,
• The audience should get the main message from a brand or organization
• The organization wants to influence what type of brand they want to be identified within the marketing mix
• It is helpful for people who tend to live in similar environments.
• Marketing advertisements have to identify where family can be, or what race could influence its behavior It can be hard to have all things go well with political association It can be hard to provide a wide variety to the way ads must be created. Community involves a group of people who rely to the support and service together. cultural and social communities all can be dependent on ads

Lecture 7 - Planning Advertising

• It needs to help give input from different sources.
• An advertising should help give instructions to keep an advertising effective by Should extend to marketing in general.
• It should also outline to give structure. The introduction should provide an executive summary also overall of what to expect with the advertising. It sets out if someone approve of what the company does.
• You must look at technology/cultural/politi