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CHAPTER ONE
ADVERTISING AND IMC TODAY
This chapter introduces students to several important themes and concepts, including advertising,
integrated marketing communications (IMC), marketing, and relationship marketing. It also
describes how advertising functions as a special kind of communication, one important to many
marketing objectives.
Learning Objectives
After studying this chapter, your students will be able to:
LO1-1 Define integrated marketing communications.
LO1-2 Clarify what advertising is and how it differs from other kinds of marketing
communications.
LO1-3 Describe the human communication process and compare it with how advertising
communicates.
LO1-4 Offer reasons why companies want relationships with their customers and show how
IMC helps them to develop such relationships.
LO1-5 Define marketing and identify the four elements of marketing strategy.
LO1-6 Illustrate IMC’s role in marketing strategy.
LO1-7 Identify important categories under promotion: the communication element of strategy
What’s New?
A returning opening vignette that introduces the issue of digital marketing and privacy concerns,
including the GDPR, is thoroughly updated. Privacy as a focus of government and consumer
concern has only grown since our last edition. Students can now access the site where Google
shares what is known about them. The discussion of concept and practice of IMC is updated
throughout. The chapter now includes information about companies like Trader Joe's that top
consumer (and employee) satisfaction surveys. Stern's communication model is updated with a
discussion of Instagram influencer Jen Selter and how the impact of influencers is captured by
Stern's ideas. The discussion of lifetime customer value has been simplified to ensure students
have a firm grasp of this important concept. The impact of social justice efforts is acknowledged
by introducing MTN DEW’s Real Change Opportunity Fund. The new Ethics, Diversity &
Inclusion (EDI) box is introduced and two important industry-sponsored programs for students
are described. The Portfolio Review is thoroughly updated to illustrate how ads communicate.
1-1
full download please contact or qidiantiku.com
,full download please contact or qidiantiku.com
Teaching Tips and Strategies
Using the Chapter Opening Vignette in the Classroom
The vignette provides many examples of information that companies and the government can
gain access to. Ask students to supplement this list with their own research. Challenge students
to discover how they can tweak Facebook, Google, and Snapchat settings to restrict what they
share. Give students a chance to debate the tension between privacy and the data-driven business
model of “free” platforms like Facebook and Google.
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 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
▫ Bayer Aspirin
▫ Samsung TCL
▫ Timex
▫ Rite Aid Aspirin
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.
1-2
full download please contact or qidiantiku.com
, full download please contact or qidiantiku.com
Web Resources for Enhancing Your Lectures
Advertising Lab http://adverlab.blogspot.com
Advertising Age http://adage.com
Adweek https://www.adweek.com
Pedagogical Features
My IMC Campaign 1-A: Overview
Ad Lab 1–A: Advertising as a Literary Form
Ethics, Diversity & Inclusion: Programs for Advertising Students
Portfolio Review: Building Brand Value
People behind the Ads: Albert Lasker and Claude Hopkins: Advertising Legends
Lecture Outline
I. Vignette: Privacy
Privacy concerns and significant changes in privacy laws. Ask students to identify who is
gathering information about them. More advanced: ask students to scrutinize the privacy
and data sharing policies of their email provider or online bank.
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 help introduce the modern practice
of marketing communications? Modern firms strategically plan, coordinate, and integrate
messages that target important audiences about their products or brands, a practice known
as integrated marketing communications, or IMC.
III. What Is Advertising?
Many people simply refer to all commercial messages as “advertising,” but in fact, the
correct term for these tools is marketing communications. Advertising is just one of
these tools.
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.
A. Advertising is a type of communication, which is commonly defined as the process
through which meaning or information is exchanged between individuals using some
1-3
full download please contact or qidiantiku.com
CHAPTER ONE
ADVERTISING AND IMC TODAY
This chapter introduces students to several important themes and concepts, including advertising,
integrated marketing communications (IMC), marketing, and relationship marketing. It also
describes how advertising functions as a special kind of communication, one important to many
marketing objectives.
Learning Objectives
After studying this chapter, your students will be able to:
LO1-1 Define integrated marketing communications.
LO1-2 Clarify what advertising is and how it differs from other kinds of marketing
communications.
LO1-3 Describe the human communication process and compare it with how advertising
communicates.
LO1-4 Offer reasons why companies want relationships with their customers and show how
IMC helps them to develop such relationships.
LO1-5 Define marketing and identify the four elements of marketing strategy.
LO1-6 Illustrate IMC’s role in marketing strategy.
LO1-7 Identify important categories under promotion: the communication element of strategy
What’s New?
A returning opening vignette that introduces the issue of digital marketing and privacy concerns,
including the GDPR, is thoroughly updated. Privacy as a focus of government and consumer
concern has only grown since our last edition. Students can now access the site where Google
shares what is known about them. The discussion of concept and practice of IMC is updated
throughout. The chapter now includes information about companies like Trader Joe's that top
consumer (and employee) satisfaction surveys. Stern's communication model is updated with a
discussion of Instagram influencer Jen Selter and how the impact of influencers is captured by
Stern's ideas. The discussion of lifetime customer value has been simplified to ensure students
have a firm grasp of this important concept. The impact of social justice efforts is acknowledged
by introducing MTN DEW’s Real Change Opportunity Fund. The new Ethics, Diversity &
Inclusion (EDI) box is introduced and two important industry-sponsored programs for students
are described. The Portfolio Review is thoroughly updated to illustrate how ads communicate.
1-1
full download please contact or qidiantiku.com
,full download please contact or qidiantiku.com
Teaching Tips and Strategies
Using the Chapter Opening Vignette in the Classroom
The vignette provides many examples of information that companies and the government can
gain access to. Ask students to supplement this list with their own research. Challenge students
to discover how they can tweak Facebook, Google, and Snapchat settings to restrict what they
share. Give students a chance to debate the tension between privacy and the data-driven business
model of “free” platforms like Facebook and Google.
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 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
▫ Bayer Aspirin
▫ Samsung TCL
▫ Timex
▫ Rite Aid Aspirin
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.
1-2
full download please contact or qidiantiku.com
, full download please contact or qidiantiku.com
Web Resources for Enhancing Your Lectures
Advertising Lab http://adverlab.blogspot.com
Advertising Age http://adage.com
Adweek https://www.adweek.com
Pedagogical Features
My IMC Campaign 1-A: Overview
Ad Lab 1–A: Advertising as a Literary Form
Ethics, Diversity & Inclusion: Programs for Advertising Students
Portfolio Review: Building Brand Value
People behind the Ads: Albert Lasker and Claude Hopkins: Advertising Legends
Lecture Outline
I. Vignette: Privacy
Privacy concerns and significant changes in privacy laws. Ask students to identify who is
gathering information about them. More advanced: ask students to scrutinize the privacy
and data sharing policies of their email provider or online bank.
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 help introduce the modern practice
of marketing communications? Modern firms strategically plan, coordinate, and integrate
messages that target important audiences about their products or brands, a practice known
as integrated marketing communications, or IMC.
III. What Is Advertising?
Many people simply refer to all commercial messages as “advertising,” but in fact, the
correct term for these tools is marketing communications. Advertising is just one of
these tools.
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.
A. Advertising is a type of communication, which is commonly defined as the process
through which meaning or information is exchanged between individuals using some
1-3
full download please contact or qidiantiku.com
