tailieunhanh - Lecture Advertising and promotion (2/e) – Chapter 1: Where marketing communication began
Chapter 1 - Where marketing communication began: the development of advertising in Australia and New Zealand. The main goals of this chapter are: To define advertising looking at its importance and its function, to trace the history of advertising in Australia and New Zealand, to explore the changing advertising environment,. | Chapter 1 Where marketing communication began: the development of advertising in Australia and New Zealand Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To define advertising—looking at its importance and its function. To trace the history of advertising in Australia and New Zealand. To explore the changing advertising environment. To introduce marketing communication concepts—such as consumer empowerment and engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to the rest of the book. Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Relation to text This slide sets out the chapter’s learning objectives on p. 2 of the text. Future of advertising News channels Definition History Empowered Consumers Changes in ad agencies Importance Structure & function Social media Interactive advertising Digital media Advertising Engagement Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 1 as shown on p. 2 of the text. These mind maps, which are used throughout the text, and the slide presentations provide a signpost for the topics to be covered by the a span of slides, in this instance slides 4-18. Use of this slide This is a transition slide What is advertising? Traditional definition Advertising is any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. Traditional definition Advertising is any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. Paid: The space or time for an advertising message must be purchased. Non-personal: Involves mass media (. TV, radio, newspapers, magazines) in one-way communications. Traditional definition Advertising is any paid form of . | Chapter 1 Where marketing communication began: the development of advertising in Australia and New Zealand Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To define advertising—looking at its importance and its function. To trace the history of advertising in Australia and New Zealand. To explore the changing advertising environment. To introduce marketing communication concepts—such as consumer empowerment and engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to the rest of the book. Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Relation to text This slide sets out the chapter’s learning objectives on p. 2 of the text. Future of advertising News channels Definition History Empowered Consumers Changes in ad agencies Importance Structure & .
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