Podcast
Questions and Answers
What is depicted in Figure 5.1?
What is depicted in Figure 5.1?
- The advantages of in-house versus outside agency
- The IMC planning process
- An overview of Integrated Marketing Communications (correct)
- Digital marketing channels
What is a benefit of in-house advertising management?
What is a benefit of in-house advertising management?
- Lower costs (correct)
- Access to top talent
- Greater expertise
- Outsider's perspective
What is an advantage of using an outside agency?
What is an advantage of using an outside agency?
- Better understanding of the product and mission
- Lower turnover rate in the creative team
- Work closer with the CEO
- Greater expertise (correct)
What is a task that is part of the IMC planning process?
What is a task that is part of the IMC planning process?
What is a benefit of in-house advertising production?
What is a benefit of in-house advertising production?
What is depicted in Figure 5.7?
What is depicted in Figure 5.7?
What is a characteristic of in-house advertising management?
What is a characteristic of in-house advertising management?
What is a potential benefit of working with an outside agency?
What is a potential benefit of working with an outside agency?
What is the primary objective of setting goals in the advertising agency selection process?
What is the primary objective of setting goals in the advertising agency selection process?
What is one of the key factors to consider when evaluating an advertising agency's creative reputation and capabilities?
What is one of the key factors to consider when evaluating an advertising agency's creative reputation and capabilities?
What is the primary purpose of the creative pitch in the advertising agency selection process?
What is the primary purpose of the creative pitch in the advertising agency selection process?
What is one of the key advertising goals, according to the figure?
What is one of the key advertising goals, according to the figure?
What is the term used to describe the emotional side of the brain that manages abstract ideas and images?
What is the term used to describe the emotional side of the brain that manages abstract ideas and images?
What is one of the factors to consider when evaluating an advertising agency's production capabilities?
What is one of the factors to consider when evaluating an advertising agency's production capabilities?
What is the term used to describe the unique selling point of an advertising message?
What is the term used to describe the unique selling point of an advertising message?
What is the primary objective of building brand awareness in advertising?
What is the primary objective of building brand awareness in advertising?
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Study Notes
Integrated Marketing Communications
- Includes regulation and ethics evaluation, database, direct response, sales promotions, public relations, and sponsorships
- Also includes digital marketing, social media, alternative channels, advertising management, and brand management
- Involves understanding buyer behaviors and the IMC planning process
In-House vs. Outside Agency Advantages
In-House Agency Advantages
- Lower costs
- Consistent brand message
- Better understanding of product and mission
- Faster ad production
- Work closer with CEO
- Lower turnover rate in the creative team
Outside Agency Advantages
- Reduce costs
- Greater expertise
- Outsider's perspective
- Access to top talent
Selecting an Advertising Agency
- Steps in selecting an agency include: setting goals, selecting process and criteria, screening initial list of applicants, reducing list to two or three viable agencies, and requesting a creative pitch
- Goal setting provides direction and reduces biases
Evaluation Criteria in Choosing an Ad Agency
- Size of the agency
- Relevant experience of the agency
- Conflicts of interest
- Creative reputation and capabilities
- Production capabilities
- Media purchasing capabilities
- Other services available
- Client retention rates
- Personal chemistry
Advertising Campaign Parameters
- Advertising goals
- Media selection
- Tagline
- Consistency
- Positioning
- Campaign duration
Advertising Goals
- To build brand awareness
- To inform
- To persuade
- To support other marketing efforts
- To encourage action
Building Brand Awareness
- Brand image begins with awareness
- Consumers recognize the brand
- Important in business-to-business and modified rebuy situations
- Successful brands possess top-of-mind and top choice awareness
- Brand equity leads to top-of-mind and top choice
The Message Theme
- Unique selling point
- “Left brain” advertisement: logical, rational appeal
- “Right-brain” advertisement: emotional appeal
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