4. Bronze plate for printing an advertisement for the Liu family needle shop at Jinan, Song Dynasty China.

5. The first newspaper advertisement, an announcement seeking a buyer for an Oyster Bay, Long Island, estate, is published in the Boston News-Letter.

6. First Billboard Appear

7. Does the Logo look Familiar?

8. The first series considered to be a "soap opera" was Painted Dreams, which debuted on October 20, 1930 on Chicago radio station WGN.

9. The first television commercial premiered during a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. It was purchased by the Bulova company to promote their clocks with the phrase, “America Runs on Bulova Time.” Bulova paid $9 for the world’s first TV commercial spot

10. 113+ viewers

12. INTEGRAL PART OF SOCIAL AND ECONOMIC SYSTEMS - Carefully prepared messages delivered to carefully targeted audiences - Six-fold increase between 1980 and 2010 NEW MARKETING CHANNELS - Internet ads (banner ads, videos, webisodes) - Social media - Mobile marketing

14. Inform customers of a product or service Convince them of its ability to satisfy their wants or needs Help develop and sustain relationships Inform customers of a product or service Convince them of its ability to satisfy their wants or needs Help develop and sustain relationships

15. THE ACTIVITY, SET OF INSTITUTIONS, AND PROCESSES FOR… CREATING, COMMUNICATING, DELIVERING, AND EXCHANGING OFFERINGS THAT HAVE… VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, AND SOCIETY AT LARGE

16. CUSTOMER’S PERCEPTION OF ALL THE BENEFITS OF A PRODUCT OR SERVICE Weighed against costs of acquiring and consuming it BENEFITS CAN BE… Functional Experiential Psychological

17. THE FOUR PS ProductPricePlacePromotion

20. Sales promotion Short-term incentives to encourage the purchase or sale of a product or service Short-term incentives to encourage the purchase or sale of a product or service

21. Major Sales Promotion tools SamplesCouponsCash refundsPrice packs Premiums e.g. McDonalds Happy meal Advertising specialties(e.g. free gifts) Point-of-purchase displays Demonstrations Contests Sweepstakes (e.g. lottery) Games

22. Sales Promotion Samples offer a trial amount of a product Coupons are certificates that give buyers a saving when they purchase specified products Cash refunds are similar to coupons except that the price reduction occurs after the purchase Price packs offer consumers savings off the regular price of a product

23. Sales Promotion Premiums are goods offered either for free or at a low price Advertising specialties are useful articles imprinted with the advertiser’s name, logo, or message that are given as gifts to consumers Point-of-purchase promotions include displays and demonstrations that take place at the point of sales

24. Sales Promotion Contests, sweepstakes, and games give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort Contests require an entry by a consumer Sweepstakes require consumers to submit their names for a drawing Games present consumers with something that may or may not help them win a prize Event marketing

27. Primary / Selective Demand Business-to-Business Organizations National Retail / Local Professional Trade Consumers

28.  Interactive media  Internet  Kiosks  Cell phones  Other mobile devices

29. Digital/Internet Marketing Interactive media Allow users to participate in and modify the form and content of the information they receive in real time Social media Online means of communication and interactions used to create, share, and exchange content Mobile marketing Messages delivered are specific to a consumer’s location or consumption situation 29

30. Point of purchase Point of purchase Publicity Interactive marketing Interactive marketing Public relations Public relations Direct marketing Direct marketing Special events Special events Packaging Sales promotion Sales promotion Direct response Direct response Mass media advertising Contemporary IMC Approach

31. Value of IMC Avoids duplication of marketing efforts Avoids duplication of marketing efforts Synergy among promotional tools Synergy among promotional tools More efficient and effective marketing More efficient and effective marketing Rapidly changing environment Consumer behavior Consumer behavior Technology Technology Media consumption behavior Media consumption behavior Proliferation of media Proliferation of media

33. IMC example: Apple

39. Internal Analysis Promotional Department Firm’s Ability Agency Evaluation & Selection Review of previous programs External Analysis Consumer Behavior Analysis Market Segmentation and target market Market Positioning