Exam 1 Study Guide 9/20/2014 11:59:00 AMSession 1 oThe new world of advertising and integrated brand promotion Companies are turning to branded entertainiment, the interet, influencer marketing,a nd other communication techqniues to reach consumers and get their brand messages across World of advertising is being referred to as Madison and Vine, as Madison Avenue advertising agencies attempt to use Hollywood entertainment industry techniqus to communicate with consumers In acupuncture marketing, you go narrow and deep with your messages Mobile marketing is communicating with target markets through mobile devices lke smartphones Digital and interactive techniques can funnel consumers to retail sites and online shopping and purchasing oOld media/new digital media –It’s all about the brandIts always all about the brand A brand that does not meet the consumers’ needs will not succeeed, regardless of the advertising oWhat are advertising and integrated brand promotion? Adveritisng means different things to different people It's a business, an art form, an institution, and a cultural phenomenon Sometimes it is hard-hitting and powerful, and other times it is boring and ineffective Can be entertaining or annoying As a business processs it is relied on by companies to build their brands oAdvertising defined Advertising is a paid, mass-mediated attempt to persuade The company that pays for the advertising is the client/sponsor Publicity is not advertising because its not paid for Public service announcements are not advertising either They look like and sound like ads but are not ads
