Advertising and Promotion

Men and women process the sexual imagery of advertisements in different ways.  A study by MediaAnalyzer conducted in 2005, explored how men and women visually process sexually themed ads and what affect this process has on advertisements’ effectiveness.  MediaAnalyzer examined the visual patterns of consumers as they viewed print ads, one sexual and one nonsexual, from each of five categories.   This investigation showed that men tend to focus on an ad’s sexual imagery (legs, breasts, skin), which draws their attention away from other elements of the ad such as logo, product shot, or headline.  In this study, men’s correct recall of the advertised brand was lower for sexual ads at “9.8%”, than nonsexual ones at “19.8%” (Belch 169).  Unlike men, women tend to avoid looking at sexual imagery.  However, they still show signs of being distracted by such images.  When asked to recall the brand advertised in sexual and nonsexual ads, an a...

             This blog is dedicated to explaining why advertising agencies lose clients and a situation in which a client switched agencies.  First things first, advertising agencies lose clients for some of the following common reasons: ·       Poor performance or service. The client becomes dissatisfied with the quality of the advertising and/or the service provided by the agency.   ·       Poor communication between the client and agency personnel that causes an unfavorable working relationship. ·       Unrealistic demands expected from the agency by the client that reduce the account’s profitability or exceed the amount of compensation received. ·       Personality conflicts between the client and agency. ·       Personnel changes. ·       Changes in th...

This is my first blog written for my Advertising and Promotion course. In this blog, I will discuss the difference between  integrated  marketing communication (IMC) and traditional advertising and promotion and I will explain why more marketers are taking an IMC perspective to their advertising and promotional programs.  Integrated marketing communication utilizes modern and classic forms of advertising and promotion. Some examples of the modern forms of marketing are internet and mobile device marketing. IMC is defined as: "a strategic business process used to develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant internal and external audiences" (Belch).   Traditional advertising and promotion solely consists of classic methods such as newspaper and magazine ads, direct mail, T.V. commercials, free samples, cou...