1. Topic 1 The advertising context
Reading: Thorson & Duffy (2012), ch 1

2. Marketing Communications
‘The means by which a supplier of goods, services, values and/or ideas represents themselves to their target audience with the goal of stimulating dialogue leading to better commercial or other relationships.’ (Egan, 2007)

3. Marketing Communications
Personal Selling
Public Relations
Sponsorship
Direct Marketing
Sales Promotions
Advertising

4. Defining advertising
“Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future.” (Richards & Curran, 2002, cited in Thorson & Duffy, 2012:2)

5. Persuade

7. Inform

8. Remind

9. Differentiate

10. Provide verbal descriptions

11. Enhance image

12. Limitations of advertising
Great advertising won’t sell a bad product
Expensive
Wastage
One-way
Impersonal 12

13. The advertising context
What’s happening in society, the economy, the legislative framework, politics, technology, the ‘green’ environment that might influence advertising?

14. The advertising context
Devices as media channels – internet, mobile, e-readers
Social networks
Mass media fragmentation
Mass market fragmentation
Economic activity
Branding and loyalty
Regulation

15. Impact of external factors on marketing communications (adapted from Yeshin 2006)
Information overload
Changes in family composition
The ageing population
The green imperative
Corporate Social Responsibility
Changing media/growth of narrow casting
Growth of global marketing
Retailer power

16. Assessing the elements of the promotional mix (incorporating Fill, 2002)
Level of customisation/audience specialisation/personalisation and interaction
Ability to reach large audience
Level of credibility
Expense - absolute and per contact
Wastage
Size of investment
Ability to evaluate effectiveness of campaign
Level of flexibility as circumstances change
Speed of message delivery