advertising & imc basics - session 01
TRANSCRIPT
Advertising & IMC basics
ADVERTISEMENT structured and composed
non-personal communication of information, usually paid for and
usually persuasive in nature, about products (goods, services, and ideas)
by identified sponsors through various media
Give Information
Attract Attention
Create Awareness
Influence Buying
Behavior
By telling a story and allowing viewers to think and create their own interpretation of the ad,
it creates more engagement.Engagement that you can use to your advantage to then achieve what you may have originally thought advertising’s purpose was.
Stats don’t lie
Activia’s Ad with Shakira Crowned Most Shared Ad of All Time
Yogurt brand Activia has unseated automaker Volkswagen the marketer with the most shared commercial of all time.
According to data from marketing technology firm Unruly, Activia’s “La La La” spot starring singer Shakira has been shared 5.375 million times across Facebook, Twitter and blogs in the two months since its launch. Volkswagen’s “The Force” spot, which had been the most shared ad since February 2011, has generated 5.372 million shares since it was released, according to Unruly.
The “La La La” video is an example of “trackvertising,” a growing trend in which a brand and musical artist co-release a video, Unruly said. In the case of “La La La,” the spot serves as both a music video for Shakira’s World Cup anthem and an ad for the Danone yogurt brand. The video was also released as part of a partnership with the World Food Programme, a humanitarian agency.
The video’s viral success was helped by Shakira’s popularity — the pop star recently became the first person to reach 100 million Facebook likes.
Activia’s Ad with Shakira Crowned Most Shared Ad of All Time
IMCeverything a company does (and doesn’t do) sends a message
How to maximize the synergy benefits of IMC
Purposeful Interactivity
Socially Responsible
Mission
Consistent Positioning
Let’s Reflect