Week 6

Click on Image** Some great details about good and bad advertising.

Once again we got in to the marketing side of advertising, this time. There are 3 types of marketing planning models: top-down, bottom-up, and integrated marketing communications planning. We can see that the bottom-up marketing is a great tool used by small companies to get big as they figure out a great tactic to differentiate their product, and on top of this tactic a strategy is built to get the product or service sucessfull. Integrated marketing communications helps build long term relationships with costumers. In this section we can see a concept and process that offers the synergy of various communications media, strategically managed to enhance the relantionship between costumer and the brand or company, this is known as IMC.
Advertsing objectives may be expressed in terms of moving prospective costumers up through the advertising pyramid that includes awareness, comprehension, conviction, desire and action.