Advertising & Promotion Revision Sheet

1. 📌 Essentials

• Advertising creates messages to motivate consumer purchase and build brand awareness.
• The promotional mix includes advertising, sales promotion, PR, personal selling, and direct marketing.
• IMC (Integrated Marketing Communications) ensures consistent messaging across all channels.
• The 4Ps of marketing are Product, Price, Place, Promotion.
• Publicity is media exposure managed by PR; can be positive or negative.
• All commercials are ads; not all ads are commercials (audio/video).
• Push strategies force products onto consumers; pull strategies attract demand.
• Early advertising used cries, signs, print ads; modern ads evolved with mass media.
• Digital advertising dominates today: search engines, social media, native ads.
• Greenwashing involves superficial or false environmental.
• Storytelling in uses narratives, hero archetypes, and emotional appeals.
• Advertising regulation in the US started with AMA (1937); ethics emphasize honesty and responsibility.
• Psychological techniques leverage emotion, celebrity endorsement, and storytelling.
• Women’s empowerment campaigns linked smoking to liberation; later, diversity and equality.
• Media planning involves reach, frequency, impact; digital allows precise targeting.
• Political ads have shifted from positive to negative, emotional, and divisive strategies.

2. 🧩 Key Structures & Components