3. Integrated marketing communications is
an approach used by organizations to
brand and coordinate their marketing
efforts across multiple communication
channels.
4. Challenges in IMC
Lead Generation
Target Audience
Content Marketing
Social Media
Latest Marketing Trends
Increasing ROI
6. The Advertising Management Option is
designed to develop decision-making and
analytical skills in the functional areas of
marketing communications.
8. Advertising is an activity of attracting
public attention to a product or business,
as by paid announcements in the print,
broadcast, or electronic media.
9. Definition of Advertising
According to Richard Buskirk,
“Advertising is a paid form of non-personal
presentation of ideas, goods or
services by an identified sponsor."
10. Nature of Advertising
Does the product possess unique, important features
to focus on Unique Selling Point (USP)
Are the hidden qualities important to the buyers
Is the general demand trend for the product adequate
Is the market potential for the product adequate
Is the competitive environment favorable
Is the organization able and willing to spend the
required money to launch an advertising campaign
11. Scope of Advertising
Standardized products
Products aimed at large markets
Products that have easily communicated
features
Products sold through independent
channel members and/or are new.
12. Classification of Advertising
A) Classification on the basis of function
B) Classification on the basis of region
C) Classification on the basis of target market
D) Classification on the basis of
desired responses
E) Classification on the basis of the media
used in advertisement
13. A) Classification on the basis of
function
Informative advertising
Persuasive advertising
Reminder advertising
14. B) Classification on the basis of
region
Global advertising
National advertising
Regional advertising
Local advertising
15. C) Classification on the basis of
target market
Consumer product advertising
Industrial product advertising
Trade advertising
Professional advertising
Financial advertising
16. D) Classification on the basis of
desired responses
Direct action advertising
Indirect action advertising
Surrogate advertising
17. E) Classification on the basis of
the media used in advertisement
Audio advertising
Visual advertising
Audio-visual
Written advertising
Internet advertising
Verbal advertising
19. Advertising appropriation
Advertising appropriation is an important
concept in marketing which mainly
focuses on advertising expenditure or
budget and their proportion with total
marketing budget or expenditure.
20. “Advertising appropriation is that part of
total marketing expenditure of budget that
is allocated for advertising for a specific
period of time. It also can referred as
advertising budget”