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Download” of Creative Tools and Technology Minneapolis Becomes an Ad Center mathematics HEALTH ENGINEERING DESIGN MEDIA management GEOGRAPHY EDUCA E MUSIC C PHYSICS law O ART L agriculture O BIOTECHNOLOGY G Y LANGU CHEMISTRY TION history AGE M E C H A N I C S psychology Advertising Insight Subject: ADVERTISING INSIGHTS Credits: 4 SYLLABUS Concepts of Advertising – The Field of Advertising, Introduction, Integrated Marketing Communication, Advertising and its types, Comparative Advertising, case study, Communication Models in Advertising Integrated Advertising Program Analysis of Mission & Market Objective Setting & Determining Target Audience, Understanding Segmentation, Positioning, Budget Decision, case study on Budgets Understanding Message Strategy, Message & Copy in Advertising, Headlines in Print & TV Advertising, Visualization & Layout, AD Appeals, Testimonials & Celebrity Endorsement Media Types & Decision Types of Media, Media Selection, Media Planning: New Perspective, Media Decision Campaign Making, Three Phases of Campaign Creation, Steps of Effective Advertising, Upsetting the applecart in the scooterette category In Style! Case study, Understanding Campaigns, Advertising Stake Holders – Advertising Organization, Evolution & History of advertising Agency, The working of AD agencies, Organization Structure of Advertising Department, Interface with other Departments, Functions of Advertising Agency Suggested Readings: 1. S a Chunawalla, K C Sethia, Foundations of Advertising: Theory & Practice, Himalaya Pub. House 2. M. S. Ramaswamy, Marketing, Salesmanship, and Advertising 3. Rajeev Batra, David A. Aaker, Advertising Management, Prentice Hall ADVERTISING INSIGHT ADVERTISING INSIGHTS COURSE OVERVIEW Primary emphasis will be place on styles, trends, and how the global world. Here we examine sev-eral current trends, including contemporary culture contributes to the development of interactive advertising, integrated marketing communication, advertising messages. This is a subject will also review current globalization, niche marketing, customer empowerment, events and news as they relate to advertising. This subject takes a relationship marketing, and mass customization. close look at the people, places, agencies, events and campaigns Interactive Advertising that shape today’s advertising industry. Many speculate about the future of advertising. Some experts Content believe that technology, es-pecially interactive technology, will Past and present cultural advertising trends. Ads and its impact change the face of advertising completely. Others con-tend that on society and culture; ads mimicing society and vice versa. How the promise of technology is exaggerated and that advertising movies, music videos, television shows influence advertising. will retain its basic characteristics. The truth probably lies Trends, old and new, even creating one’s own trends. Media somewhere between these two perspectives. fragmentation, micro-marketing, media costs and use of new Interactive technology is not yet available to a majority of media and its impact. Increasing use of sales promotion consumers. Even when it be-comes available, its main purpose techniques and its affect on advertising . The nature of the will be to gather and evaluate information, not advertise. advertising industry, the working of an advertising agency and However, advertisers will need a different kind of creativity. different opportunities within the business. The impact of Traditional advertising in mass media will continue to be integrated marketing communications (IMC) and 360 Degree appropriate in a number of situations: for certain food and bev- branding and its impact on Asian brands. How impact of the erage categories (Coke and Pepsi, for instance), for persuasive marketplace on you and you and your career. Lastly there is a emotional appeals, for events that must be seen in real time (the section of case studies and campaigns. NBA and WNBA playoffs), and for the mass ef-ficiency of To Achieve this Unit the Student must global brands. 1. Understand past, present and future trends in advertising Integrated Marketing Communication and examine the impact of advertising on society. Throughout the 1990s integrated marketing communication 2. Analyze the advertising industry dynamics to attain a better (IMC) continued to grow. IMC is the practice of unifying all understanding of the world of marketing. marketing communication tools so they send a consis-tent, persuasive message to target audiences that promotes company 3. Analyze and understand the business of advertising and goals. Marketing com-munication tools include such marketing marketing communications. areas as advertising, sales promotion, direct marketing, public 4. Investigate the new scenario for brands in the 360 Degree relations, packaging, and personal selling. In companies that use branding scenario. IMC, mar-keters coordinate all marketing communication 5. Understand the implications for you in the market - as a messages to create synergy, which means each individual professional of the future. message has more impact working jointly to promote a product 6. To get an in-depth look at brands and thus gain an insight than it would working on its own. into their success stories. According to Northwestern University advertising professor Salient Features Don E. Schultz, IMC starts with the consumer’s needs and You would be going through various topics, which would give wants. He contends that marketers now have the ability to you an overview about the scenario and terminology used in capture data about consumers that allows them to shift from the advertising industry. inside-out to outside-in adver-tising planning. Inside-out planning means marketers plan advertising messages based on Current Advertising Issues what they believe is important. Outside-in planning means that Today’s advertising industry, as in earlier eras, is affected by marketers start with data about customers and prospects to changing technology and social and media environment. plan the advertising message. Additional changes involve customer orientation in a truly ii ADVERTISING INSIGHT Problem solved? Hardly. These breakthroughs are happening at Knowledge is power. You see the retailer thus taking more the educational level and for some advertisers and agencies. active role in the communication efforts, so that they have more However, applying IMC in practice is tough. A num-ber of information about their customers. Retailers have taken this studies show that IMC is hard to implement because of what is role partly because they are often closest to the niches they serve. known as functional silos, which are really turf wars between The bywords for advertising in the future will be accountability departments. These studies also found that even though clients and adaptability. Ad-vertising will be forced to walk the want to adopt a more integrated approach, they don’t know precarious tightrope between creativity and profitabili-ty, and how to do it. survival will go to the fittest. Furthermore, clients often do not understand how the Consumer Power, Relationship Marketing, and advertising agency fits in an in-tegrated marketing plan. Often Customization the agencies aren’t sure how to organize themselves to man-age Three trends have changed advertising. First, with technological an IMC program or how to bill for it. According to a study of changes, consumers have more information to give them more 100 senior-level marketing executives commissioned by the muscle in the marketplace. Today, for instance, consumers don’t Promotion Marketing Association of America, 60 percent rated have to endure the harangues of car dealers. Instead, they can IMC as the most important strategy factor for their firms in the visit a car manufacturer’s Web site or an Internet auto dealer’s next three to five years. However, as few as 10 percent believed site, find out a fair car price, and order the car to specification. that an advertising agency could meet their com-panies’ IMC Retailers and manufacturers should respond to consumer needs. demands for information access or risk losing business. No one knows for sure whether true integration will ever be Two other trends that will grow in importance are relationship adopted by the majority of advertising clients, agencies, and marketing and mass customization. Relationship marketing is media. Although IMC is the best approach to market-ing a strategy that takes advantage of computer data bases to communication strategy, the hurdles are significant, especially provide targeted services and product offerings based on the changing the industry’s culture. Despite the challenges, it is best customer’s history transactions with the company. to strive for IMC and adjust accordingly. We stress the IMC Mass Customization is a product development process that approach here. relies on flexible manufacturing to make customized products for select target markets or individuals. Globalization The technology of the Internet will allow these techniques to Another trend that continues to affect advertising is globaliza- merge, providing a new marketing technique referred to as tion. In the early 1990s the trade barriers throughout much of adaptive marketing. Europe came down, making it the largest contiguous market in 360 Degree Branding which help create more effective the world. Eastern Europe, Russia, and China have at least communications. Imagine all communications reflecting the partially opened their markets to Western businesses. Advertis- same deep insight. Imagine all media
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