Advertising & IBP
Advertising & IBP
Advertising & IBP
Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools working together to create widespread brand exposure.
Advertisements
Source / Sender
Encoding
Channel
MESSAGE
Decoding
Receiver / Audience
Audiences for Advertising: Audience Categories Household Consumers Business Organizations The Trade Channel Professionals Government
Global advertising International advertising National advertising Regional advertising Local advertising
Ad in Context Example
This ad ran in This ad ran in Italy. Do you Italy. Do you think this is a think this is a global or global or international international ad? Whats ad? Whats the difference? the difference?
The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
American Marketing Association, 1995
Perceived Value
Promotion Price
soP
Types of Advertising
Primary demand stimulation Selective demand stimulation Direct response advertising Delayed response advertising Corporate advertising
Ad in Context Example
Is this ad an example Is this ad an example of primary or selective of primary or selective demand stimulation? demand stimulation? Whats the difference? Whats the difference?
C o u p o n s