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and Integrated
Brand Promotion 8th Edition
O’Guinn • Allen • Close Scheinbaum • Semenik
© 2019 Cengage. All Rights Reserved. May not be scanned, copied, duplicated, or posted to a publicly
accessible website, in whole or in part.
Chapter 1
The World of Advertising &
Integrated Brand Promotion (IBP)
11
©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
From Advertising to IMC to IBP
Traditional Advertising +
New Media
Event
Coupons Marketing/Sponsorship
Premiums Social Media
Public Relations
Members of a
Professionals
trade channel
Government
officials and
employees
Marketing Mix
Product Distribution
Perceived
Perceived
Brand
Brand
Value
Value
Promotion Price
(includes advertising)
• Effect on prices.
– Advertising is built into product costs, which may
be passed on to consumers.
• Effect on value.
– Adds value to the consumption experience.
– Symbolic value: What a product or service means
to consumers in a nonliteral way.
– Social meaning: What a product or service means
in a societal context.
What’s the
difference?
41
©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Trend towards IBP
• From:
• Advertising to
• Integrated Marketing Communications to
• Integrated Brand Promotion.
• Advertising is only one of many promotional tools a marketer can use to
communicate about a brand.
• Beginning in about 1990, the concept of mixing various promotional tools
was referred to as integrated marketing communications (IMC).
• IBP involves the use of various promotional tools, including advertising, in
a coordinated manner to build and maintain brand awareness, identity,
and preference.
• IBP emphasizes that coordinated messages must have brand-building
effects, not just communications effects.