Advertising Management

Advertising Management

Question 1

Traditional IMC & Latest IMC

1. Increasingly difficult to target audience and communicate effectively

- Consumers no longer passive recipients

- They demand more than information

- Form a myriad of sources

2. The rapidly changing media environment is making it increasingly difficult to reach target audience and communicate effectively with them. The mass media are losing viewers, listeners, and reads to the highly fragmented, more targeted digital media that allows consumers to be actively engaged in the communication process.

Traditional IMC

- In the past, only advertising avenues were television, radio, billboard, and printed media. Traditional IMC drive customers to visit website more. The way of advertisement is much more creative than the traditional.

- The traditional approach to advertising and promotion where many of the marketing and promotional function were planned and managed separately with different budget, different views of the market, and different goals and objectives.

- Many marketing activities, such as package design, sales promotion, and direct marketing services, were viewed as ancillary services and handled on a project basic rather than integrating them into the IMC program.

Latest IMC

- The contemporary approach to advertising and promotion, which is referred to as integrated marketing communications. This approach seeks to have all of company marketing and promotional activities project a consistent, unified image in the marketplace. It calls for a centralized messaging function, so that everything a company says and does communicates a common theme and positioning. (Product life cycle go shorter)

Reason of using Contemporary

- Recognized as a business process (rather than just tactical integration of various communication activities)

- Importance of relevant audiences (externally these include customers, prospects,...