Question

 What is one concept, idea, or belief about advertising and integrated marketing communication you learned this semester that has changed or challenged your thinking and perception of advertising and IMC? Why is this learning important to you? (4 points)

Write a minimum of eight complete sentences using correct grammar, spelling, and punctuation.

 How should advertising and IMC effectiveness be measured?  Why? (3 points)
Write a minimum of eight complete sentences using correct grammar, spelling,

What are the impact and affect - both good and bad - of advertising and IMC on society?  Why does this matter to you? (3 points)

Write a minimum of eight sentences

Answer 1

Advertising,

In simple words, it is a marketing communication technique or a non personal paid form to promote products,services or events of an organization. Big or small busnibus houses are behind the sponsorship of advertising, who wish to promote thier businesses. Advertising can be done by different means

-Newspaper

-Magazine

-Radio

-Email

Integrated Marketing Communication

IMC is a group or number of forms of communication in which messages are linked together carefully. It is integration of all promotional tools of communication in order to achieve promotional goals

IMC is broader term than Advertising

Advertising is a part of IMC

Types of IMC

-Advertising

-Public Relations

-Personal Selling

-Direct Marketing

Communication and sales effectiveness test

Communication Effectiveness Test

*Direct Ranking Test

In this test consumers rank alternative advertisements. They are exposed to different ads and are requested to rate them.

*Recall Test

To measure the retention value if ads this test is done. Consumers are asked to listen or view particular advertisements and are asked to recall the same.

*Laboratory Test

This test is done in laboratory with necessary equipments in which different reactions are recorded in terms of heart beat, blood pressure, etc.

Sales effectiveness test.

Historical test

Correlating the past sales with the past advertisement expenditure using different tools.

Experimental Test

This test is conducted to access impact of advertisement on sales.

Positive impacts of Advertisement and IMC

*Boosts economic growth of a country

*Creates more employment

*Creates awareness among society on different issues

*Awareness about freedom of selection

Negative impacts

*Bad effect on children

*Twisting of information

*Promotes sexism

*Promotes racism.