advertising & imc basics - session 01

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