discussion 3

In chapters 9-12 of the Advertising, Promotion text, pick an IMC focus (there is one for each chapter), and tell me what your opinion is about the topic. Be sure to include some background on the issue or topic. Each discussion posting should be at least one page single spaced. That’s about four paragraphs. Be sure to cite any references that you may use. On another date be sure to respond to two other posts. Pick two that were not on the same IMC focus. The response should be at least a few paragraphs in length.

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1sr classmate post:

Chapter 9 – IMC Focus: A National Advertising Effort for Starbucks

This IMC focus discuss Starbucks ambition to expand their reach and new stores additions in the US. But Starbucks recognized the need of effective advertisement as part of the strategy to reach their goal. According to Shim (2013) by late 2007, Starbucks executives determined that they would have to increase the level of advertising effort and the company launched its first national television advertising campaign in November 2007. The idea was to sustain store growth and with the objective of reaching out to a broader audience that had not previously experienced Starbucks (Shimp, 2013). Starbucks is currently, spending approximately $94 million on media advertising, outspent by 2 to 8 times by rivals such as McDonald’s. Yet, their efficient advertising, in combination with their steady price points and complementary food items is appearing to be paying off. Starbucks passed Wendy’s and Burger King in 2011to be the number 3 restaurant chain based on sales, behind only McDonald’s and Subway (Shimp, 2013). This right here shows us the importance on advertising.

According to shimp (2013), 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. The word paid in this definition distinguishes advertising from a related marcom tool, public relations, that secures unpaid space or time in media due to the news value of the public relations content (Shimp, 2013). The expression mediated communication is designed to distinguish advertising, which typically is conveyed(mediated) via print and electronic media, from person-to-person forms of communication, including personal selling, word of mouth, and (usually) social media (Shimp, 2013). Here is that the purpose of advertising is to influence action, in the present or future.

The process of advertising entails the use of various media-related strategies and tactics by which companies initiate and maintain communications with customers, prospects, and influential third parties (Stuhlfaut and Davis, 2010). The article mentioned that, the control and coordination of the advertising processes are accomplished through management. The advertisement management is critical to planning, developing, and implementing integrated marketing communication campaigns (Stuhlfaut and Davis, 2010). Advertising managers inside companies and the account managers in advertising agencies are charged with bringing advertising ideas to life across a full-spectrum of communication channels to meet business objectives within the constraints of resources, time, and budget (Stuhlfaut and Davis, 2010). All of these were crucial steps that Starbucks needed to approach in order to increase their brand positioning and competitive advantage towards some of its direct competition.

Advertising expenditures in the United States were estimated to have exceeded $300 billion in 2010 (Shimp, 2013). The text adds that, this amount approaches 1K in advertising for each of the approximately 312 million men, women, and children living in the United States. Ad spending in the United States has for many years averaged approximately 2.2 percent of the country’s gross domestic product (Shimp, 2013). The textbook Shimp (2013) mentioned that, in 2011, the average advertising-to-sales ratio across nearly 200 categories of B2C – Business to Consumer and B2B – Business to business products and services was3.28 percent. On average, this means that the advertising spend for companies in the United States is slightly over 3 cents out of every dollar of sales revenue (Shimp. 2013).

Unfortunately, much Marketing managers and in some occasions especially chief financial officers sometimes consider unnecessary to advertise when their brands are having success already (Shimp, 2013). According to Shimp (2013), companies find it particularly seductive to pull funds out of advertising during economic challenging times, every dollar not spent on advertising is one more dollar added to the issue, is how they think. Behavior like the one mentioned above fails to recognize that advertising is not just a current expense but instead it is an investment opportunity. According to the textbook of Shimp (2013), although people in business fully appreciate the fact that building a more efficient production facility is an investment in their company’s future, many of these same people often think that advertising can be dramatically reduced or even eliminated when financial pressures call for cost-cutting measures (Shim, 2013).

What has been proven through time is that advertisement in traditional and, moreover, new media, affects positively an organization path to success. Same as organizations who has its name well positioned, the continuous advertising efforts allows the brand to stay relevant in consumers mind. Starbucks was a brand that started with low advertising efforts, still was able to make it through and get positioned. When their advertisement efforts increased, they were able to compete with strong names, now being competing with McDonalds, which is an accomplishment, and came as consequence of their intentional advertisement efforts. Advertisement provides benefits such as; influencing, reminding and increasing salience, and adding value. These efforts provide as an outcome what is called the advertisement effect, which includes the responses to cognitive, emotional, and behavioral intentions (Chang, 2016).

Reference

Chang, H. (2016). How advertising types of E-commerce websites influence effectiveness of advertising? Journal of Accounting, Finance & Management Strategy, 11(2), 137-166. Retrieved from https://search.proquest.com/docview/2140848786?accountid=35796

Shimp, T. A. (2013). Advertising, Promotion and Other Aspects of Integrated Marketing Communications (9th ed.).

Stuhlfaut, M. W., & Davis, C. (2010). The teaching of advertising management: Essential, elective, or extraneous. Journalism & Mass Communication

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2nd classmate : Chapter 11 – IMC Focus: Subliminal Priming and Brand Choice.

We are presented with two groups that are informed that 25 images will be presented on a computer screen and that each shows a string of capital Bs and on occasions, the string of Bs contains a small b, and they must identify how many images contain b (Shimp, 2013). The researchers give one of the groups salty food that made them extremely thirsty (Shimp, 2013). Then half of each group was subliminally exposed through images to the Lipton Ice brand and the other half to the word Npeic Tol (Shimp, 2013). Once the visual detection task was finished, the participants, those who were thirsty and those who were not, were asked if they preferred to drink Lipton Ice tea or Spa Rood (Shimp, 2013). The results showed that in the thirsty conditions group, 80 percent of participants chose Lipton Ice over the other drink, and of consumers under the non-thirsty conditions group, 54 percent chose Lipton Ice (Shimp, 2013). The findings led to the conclusion that subliminally primed words are capable of influencing consumer choice behavior under ideal conditions (Shimp, 2013).

The advertising message transforms and modifies consumer patterns and lifestyle, creates and recreates false stories to convince, stimulates the desire for a product, contains aggressiveness, humor, sympathy, appeals to the deepest feelings of the consumer; and integrates a rhythm, a cadence, an aesthetic, some values; and all this to ensure its objective: the sale and the economic benefit (Tsai, Wen-ko & Liu, 2007). To achieve this, advertising persuades, seduces, fascinates; looks for different subtle but effective modes of persuasion (Tsai, Wen-ko & Liu, 2007).

Subliminal advertising is not intended to be memorable but to generate an impact at the subconscious level that activates certain impulses in consumers; it is one whose message is transmitted below the threshold of consciousness, either using images, sounds, or other techniques that are not easily perceptible (Mujtaba & Jue, 2005). The objective of this type of advertising is to influence the desires of consumers by generating impulses and needs that encourage them to buy or carry out a certain marketing action, but without them being aware of this influence (Mujtaba & Jue, 2005).

These hidden messages are usually aimed at associating the advertising brand with some type of primary sensation, in order to unconsciously mobilize the masses towards consumption or to induce some type of sensation in them that the company can then capitalize on (Mujtaba & Jue, 2005).

Reference,

Mujtaba, B., & Jue, A. L. (2005). Deceptive and subliminal advertising in corporate america: Value adder or value destroyer? Journal of Applied Management and Entrepreneurship, 10(1), 59-82. Retrieved from https://search.proquest.com/docview/203896192?accountid=35796

Shimp, T. A., (2013). Advertising, Promotion and Other Aspects of Integrated Marketing Communications, 9th edition. Cengage Learning.

Tsai, M., Wen-ko, L., & Liu, M. (2007). The effects of subliminal advertising on consumer attitudes and buying intentions. International Journal of Management, 24(1), 3-14. Re