REVIEW QUESTIONS 4. What are the main vehicles for advertising on the 1. What is
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REVIEW QUESTIONS 4. What are the main vehicles for advertising on the 1. What is integrated marketing communication, and internet? 5. What are the advantages and disadvantages of why is it important? 2. What is the hierarchy of effects model, and what using the advertising formats of display ads, rich media ads, sponsorships, and contextual ads? line communication tactics are appropriate at h level? 6. In what ways do companies use the internet for marketing public relations, sales promotion, and direct marketing? 3. What is the differen ce between brand advertising and direct-response advertising?Explanation / Answer
(Due to multiple questions posted together, answering the first main question as per the Chegg policy:)
1. Starting from the advertising in the Print media from centuries ago to the gradual transition to the radios and electronic media such as television to now social media and internet, advertising has come a long way. Advertising has always been a dynamic activity to adapt to itself with the changing times and resorting the latest media of communication in order to reach out its audiences who relatively are updated with the channels of marketing communication. However, with the advent of the internet, advertising has got transitioned to the next big level. Internet has been able to revolutionize the growth of advertising, promoting its scope in a major way. Hence, very conscious way of selecting the right marketing communication channel, has become the major look-out for the Organizations which is where advertising are now shaking hands with the Integrated Marketing Communications.
Integrated Marketing Communications principles is important because it helps many businesses to avail favorable responses, if it is managed well from one centralized location and especially from the top of the management pyramid, i.e. by the Top-level management. When IMC is applied in an organization, there could be a significant witness in the brand performance of an Organization. Moreover, it shall help in coordinating marketing communication activities. The blend of the marketing communication mix shall help in generating higher incomes from each campaign. Various direct and indirect campaign objectives could also be achieved from IMC. Once all such objectives are achieved, the Return on Investment into the IMC elements would be higher therefore many companies are using IMC to advertise their products.
Examples of Feminine care brand, Always, that targeted the girls who were under the transition phase from puberty to young women, thereby feeling unconfident about themselves. This is where the brand targeted the next generation of the consumers and their creative team worked on the transformation of the derogatory thought line, “Like a girl” to an empowering phrase. The IMC elements used here were social media, print media and the television however the major success achieved was through the documentary created with #LikeAGirl. There was a considerable impact over the thought phrase from a negative to now, more of a positive approach towards the same. It also spread the global awareness about women empowerment with the campaign.
Next example is that of Domino’s AnyWare which was a campaign set up to assist people to order food from various different modes. Such modes included Tweet, Ford Sync and even the usage of Smart TV and Watches which were initially never sorted before. The campaign became a possibility mainly because two years back, the Company had saved the Pizza profiles of its customers, storing their personal data, payment information and their Easy Order. They specially dedicated a website on AnyWare campaign and promoted the same through press releases and national campaigns. This IMC efforts helped Dominos to make convert half of their business into the digital sales.
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