CHAPTER ONE
ADVERTISING TODAY?
This chapter introduces you to some important themes of the text, including integrated
marketing communications, and the importance of IMC to relationship marketing. The chapter
also introduces one of the most important components of IMC, advertising, and distinguishes it
from other forms of marketing communications.
Learning Objectives
After studying this chapter, your students will be able to:
LO1-1 Define integrated marketing communications.
LO1-2 Explain the importance of relationship marketing.
LO1-3 Discuss and define advertising and distinguish it from other forms of marketing
communications.
LO1-4 Depict the human communication process and demonstrate its usefulness in
understanding how advertising communicates.
LO1-5 Define marketing and identify the four elements of marketing strategy.
LO1-6 Illustrate advertising’s role in marketing strategy.
LO1-7 Identify important categories under promotion: the communication element of strategy
What’s New?
A vignette about the campaign of Barack Obama for president illustrates changes taking place in
the advertising industry. Obama’s campaign made strategic use of both traditional and new
media to help the candidate prevail in the 2008 election. The vignette gives students a chance to
anticipate themes that will be developed throughout the text.
This chapter also introduces the new “My Ad Campaign” feature. Students can use the feature to
work on a real IMC campaign throughout the semester. The box in this chapter provides
,students an overview of the campaign process and gives a list of all of the topics covered in the
feature.
Students will also find their first instance of the new “Ad Forum” feature. In the first exercise,
students will use Stern’s model to uncover source and message dimensions. The exercise will
also solidify their understanding of different types of ads.
Teaching Tips and Strategies
Using the Chapter Opening Vignette in the Classroom
Ask students to consider the Obama campaign’s tactics and to offer opinions about: 1) why such
tactics were chosen, 2) whether the same tactics would have worked equally well for a different
candidate. Students may focus on two issues: 1) the importance of the youth vote in the 2008
election 2) the strategic use of new media as a money-raising tool. New media constituted just a
tiny portion of the overall budget for Obama, but they were used to raise tens of millions of
dollars that were then spent on the more intrusive “traditional” media. This can help students
understand the difference between traditional media users exposed to Obama messages
(undecided’s as well as supporters) versus social media users (enthusiastic supporters of
Obama).
If you are using the AdForum option for your class, you’ll find lots of Obama ads there (McCain
spots as well). If not, use these:
http://www.youtube.com/watch?v=vpmFd25tRqo
http://www.youtube.com/watch?v=ONM7148cTyc
http://www.youtube.com/watch?v=-aR3Gpsn4v4
Other Tips and Strategies
A simple yet effective way I’ve found to help students develop a more sophisticated perspective
on ads is to ask them to identify and then describe their favorite ads. This activity helps to
accomplish several important things. First, because it is an enjoyable and easy activity, it is a
great icebreaker! Students quickly jump in with mentions of their favorite ads, usually with lots
of laughing and merriment. As they observe their own reactions and those of others, students
begin to recognize how much they enjoy advertising when it is done well. The activity also
allows for follow–up questions, such as “Why do you like that one?” and “What makes that ad
effective for you?” questions that encourage students to reflect a bit more deeply about how
,effective advertising works. At subsequent points in the semester you might refer back to this
activity as you explore more deeply the issues surrounding advertising effectiveness.
I then ask if advertising influences everything we buy. Students will tend to debate both sides.
Some will maintain that advertising does not influence them in any way. I then write the
following brands on the board (please adapt these to fit your style):
▫ Rolex
Timex
▫ Nike
New Balance
▫ Apple Acer
, I ask the students to tell me which are high-end or low-end brands. I then go down the list,
writing beside each brand “high-end” or “low-end.” This facilitates a discussion of how we know
this information and who put the idea in our minds that Rolex is better than Timex (does that
mean surgeons only use Rolexes in complex procedures?). This is a great way to transition into
discussing the communication process between the company and the customer. You will also
want to discuss different methods of advertising, such as social media, TV, radio, etc. It is also a
good opportunity to discuss the consumer and the different media they use to learn about the
company, product, or service.
Web Resources for Enhancing your Lectures:
U Texas AdWorld http://advertising.utexas.edu/world/
MIT AdLAB http://adverlab.blogspot.com/
Advertising Age http://adage.com/
AdWeek News http://www.adweek.com/aw/index.jsp
Lecture Outline
My IMC Campaign 1: Overview
AdForum Exercise: Consolidating the Concepts.
Ad Lab 1–A: Advertising as a Literary Form
Ethical Issue: Ethics in Advertising: An Overview
Portfolio Review: Building Brand Value
People behind the Ads: Albert Lasker and Claude Hopkins.
I. Vignette: The election of Barack Obama
Barack Obama was the definition of a long shot when he began his quest for the
presidency. How did his campaign use a sophisticated understanding of marketing,
media, and advertising to help him succeed in his campaign’s quest for the highest office
in the land?
II. LO1-1
One way to demonstrate how marketing communications work, and at the same time
introduce some important concepts, is to tell a story about an ordinary person, perhaps
someone similar to yourself. How did Sharon’s story helps introduce the modern
practice of marketing communications?
ADVERTISING TODAY?
This chapter introduces you to some important themes of the text, including integrated
marketing communications, and the importance of IMC to relationship marketing. The chapter
also introduces one of the most important components of IMC, advertising, and distinguishes it
from other forms of marketing communications.
Learning Objectives
After studying this chapter, your students will be able to:
LO1-1 Define integrated marketing communications.
LO1-2 Explain the importance of relationship marketing.
LO1-3 Discuss and define advertising and distinguish it from other forms of marketing
communications.
LO1-4 Depict the human communication process and demonstrate its usefulness in
understanding how advertising communicates.
LO1-5 Define marketing and identify the four elements of marketing strategy.
LO1-6 Illustrate advertising’s role in marketing strategy.
LO1-7 Identify important categories under promotion: the communication element of strategy
What’s New?
A vignette about the campaign of Barack Obama for president illustrates changes taking place in
the advertising industry. Obama’s campaign made strategic use of both traditional and new
media to help the candidate prevail in the 2008 election. The vignette gives students a chance to
anticipate themes that will be developed throughout the text.
This chapter also introduces the new “My Ad Campaign” feature. Students can use the feature to
work on a real IMC campaign throughout the semester. The box in this chapter provides
,students an overview of the campaign process and gives a list of all of the topics covered in the
feature.
Students will also find their first instance of the new “Ad Forum” feature. In the first exercise,
students will use Stern’s model to uncover source and message dimensions. The exercise will
also solidify their understanding of different types of ads.
Teaching Tips and Strategies
Using the Chapter Opening Vignette in the Classroom
Ask students to consider the Obama campaign’s tactics and to offer opinions about: 1) why such
tactics were chosen, 2) whether the same tactics would have worked equally well for a different
candidate. Students may focus on two issues: 1) the importance of the youth vote in the 2008
election 2) the strategic use of new media as a money-raising tool. New media constituted just a
tiny portion of the overall budget for Obama, but they were used to raise tens of millions of
dollars that were then spent on the more intrusive “traditional” media. This can help students
understand the difference between traditional media users exposed to Obama messages
(undecided’s as well as supporters) versus social media users (enthusiastic supporters of
Obama).
If you are using the AdForum option for your class, you’ll find lots of Obama ads there (McCain
spots as well). If not, use these:
http://www.youtube.com/watch?v=vpmFd25tRqo
http://www.youtube.com/watch?v=ONM7148cTyc
http://www.youtube.com/watch?v=-aR3Gpsn4v4
Other Tips and Strategies
A simple yet effective way I’ve found to help students develop a more sophisticated perspective
on ads is to ask them to identify and then describe their favorite ads. This activity helps to
accomplish several important things. First, because it is an enjoyable and easy activity, it is a
great icebreaker! Students quickly jump in with mentions of their favorite ads, usually with lots
of laughing and merriment. As they observe their own reactions and those of others, students
begin to recognize how much they enjoy advertising when it is done well. The activity also
allows for follow–up questions, such as “Why do you like that one?” and “What makes that ad
effective for you?” questions that encourage students to reflect a bit more deeply about how
,effective advertising works. At subsequent points in the semester you might refer back to this
activity as you explore more deeply the issues surrounding advertising effectiveness.
I then ask if advertising influences everything we buy. Students will tend to debate both sides.
Some will maintain that advertising does not influence them in any way. I then write the
following brands on the board (please adapt these to fit your style):
▫ Rolex
Timex
▫ Nike
New Balance
▫ Apple Acer
, I ask the students to tell me which are high-end or low-end brands. I then go down the list,
writing beside each brand “high-end” or “low-end.” This facilitates a discussion of how we know
this information and who put the idea in our minds that Rolex is better than Timex (does that
mean surgeons only use Rolexes in complex procedures?). This is a great way to transition into
discussing the communication process between the company and the customer. You will also
want to discuss different methods of advertising, such as social media, TV, radio, etc. It is also a
good opportunity to discuss the consumer and the different media they use to learn about the
company, product, or service.
Web Resources for Enhancing your Lectures:
U Texas AdWorld http://advertising.utexas.edu/world/
MIT AdLAB http://adverlab.blogspot.com/
Advertising Age http://adage.com/
AdWeek News http://www.adweek.com/aw/index.jsp
Lecture Outline
My IMC Campaign 1: Overview
AdForum Exercise: Consolidating the Concepts.
Ad Lab 1–A: Advertising as a Literary Form
Ethical Issue: Ethics in Advertising: An Overview
Portfolio Review: Building Brand Value
People behind the Ads: Albert Lasker and Claude Hopkins.
I. Vignette: The election of Barack Obama
Barack Obama was the definition of a long shot when he began his quest for the
presidency. How did his campaign use a sophisticated understanding of marketing,
media, and advertising to help him succeed in his campaign’s quest for the highest office
in the land?
II. LO1-1
One way to demonstrate how marketing communications work, and at the same time
introduce some important concepts, is to tell a story about an ordinary person, perhaps
someone similar to yourself. How did Sharon’s story helps introduce the modern
practice of marketing communications?
