Dealing with Advertising Theory

This document discusses the use of digital and traditional advertising media within the context of integrated marketing communication (IMC) campaigns. It explores how these media channels impact creative strategy planning and execution, as well as their role in media buying practices and advertising budget allocation. The document also highlights inspirational earth day marketing campaigns as a case study.

Dealing with Adverting Theory 1
Advertising Theory and Practice
By (Name)
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Table of Contents
1.0 Introduction...............................................................................................................................3
1.1 Executive Summary................................................................................................................3
2.0 Body...........................................................................................................................................4
2.1 The use of digital and traditional advertising media taking place within the IMC context. .4
2.2 How various forms of traditional and digital media channels have been able to impact on
the creative strategy planning together with execution within the context of an IMC campaign.
.....................................................................................................................................................5
2.3 Inspirational earth day marketing campaigns.......................................................................7
2.4 The way in which various forms of digital channels have been able to impact on media
buying practices together with the advertising budget allocation within a particular IMC
campaign......................................................................................................................................8
3.0 Conclusion.................................................................................................................................9
4.0 Recommendations....................................................................................................................10
5.0 References................................................................................................................................12

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1.0 Introduction
Many people have been able to realize some of the benefits that are likely to be obtained
from the implementation of adverting media. This has therefore been the talk of the day across
many organizations since nearly each and every organization is looking forward to provide a stiff
competition and be able to attain all its future objectives as fast as possible. As a result of this,
various mangers have been able to come up with reasonable rules that are capable of supporting
how best the use of adverting media can be utilized across different targeted groups of customers
thus making sure that nearly all their needs are. Moreover, the rate at which various aspects of
adverting theory are currently being addressed is increasing at an alarming rate as a result of the
fast technology evolution that is taking place in this modern world.
1.1 Executive Summary
The use of advertising media is a condition that has been able to gain much popularity
across many organizations in this digital century. Moreover, they have been able to use it with an
intention of obtaining different types of objectives that tend to be in line with all their vision and
mission statements (Hagberg, Sundstrom and Egels-Zandén 2016). Reaching out to various types
of customer segments and maintaining a strong positive bond with them is one major way
through which an organization can maintain to strengthen all its pillars across different sectors.
In order to make sure that this comes out as a perfect results, appropriate and reliable strategies
must be put in place with the major one being the used of advertising media that is capable of
capturing the attention of quite a number of customers within the shortest time possible
irrespective of their areas of residence. Many organizations have been able to move to the top

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most levels where they have maintained offering a competitive advantage to several other
organizations that tend to exists across different platforms. This has majorly been as a result of
appropriate utilization of the digital media that has played a critical role in providing them with
one of the best opportunities to gain popularity across different individuals originating from vast
backgrounds.
2.0 Body
2.1 The use of digital and traditional advertising media taking place within the IMC
context
As far as the digital media is concerned, quite a number of digital disruptions together with
transformations from an IMC perspective have been encountered across different sectors as a
result of different factors within the surrounding most so the ones that have been capable of
changing almost on a daily basis. Within the IMC context, the use of use of digital and
traditional advertising media is a condition that has always been implemented inform of various
ways just to make sure that all the goals and objectives that were stipulated at an early stage are
appropriately attained with minimal conditions of disruptions. Media appears to be in the midst
of a more organized digital revolution that is capable of performing quite a number of tasks.
Moreover, the digitization together with the networking of various forms of information has been
able to fully transform various forms of into quite a number of practices that are directed towards
connecting various customers together with different types of brands. The use of digital media in
integrated marketing communication has been able to bring out one of the most reliable
production of content, the networking of various types of consumers together with the expansion
of the entire media news and entertainment to an advanced form of technology that makes a good
use of digital interface with quite a number of personalities (Laukkanen 2016). On the other

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hand, digital media has been used in the integrated marketing communications to execute various
forms of message strategies that are capable of providing more information that is fully related
to a given product or service. Additionally, it has also been implemented within the boundaries
of IMC with an intention of making sure that an extension of customer understanding is taken to
the next level in order to bring out one of the most valuable positive impacts within a particular
organization.
Moreover, there are also quite a number of organizations that have been able to provide a
first priority to the use of traditional advertising media within the IMC where most of its use has
been fully concentrated towards the side of the local audience (Voorhees et al. 2016). As a result
of this, it has always been used to reach out to almost all the audiences who are available at the
local level. To enable the traditional advertising media to emerge as a success within the
integrated marketing communication, it normally uses one of the simplest languages so far that
can be easily understood by a good number of personalities thus making it much easier to pass
various forms of information that are related to a particular type of product or service.
2.2 How various forms of traditional and digital media channels have been able to
impact on the creative strategy planning together with execution within the context of
an IMC campaign.
Both the traditional and digital media channels have been able to bring on board certain
impacts on the entire creative strategy planning together with executions in quite a number of
ways within the boundaries of an IMC campaign (Khang et al. 2016). Traditional media channels
which majorly includes various parameters like the television, Ads, the use of billboards together
with mailings have played some essential roles in terms of impacting towards the creative
strategy planning most so when dealing with the integrated marketing campaign. The traditional

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media channels have made sure that the creative strategy planning becomes diverse in terms of
relaying information to various personalities thus making sure that quite a number of essential
information are passed to all the targeted groups of individuals irrespective of their age,
background, color or even ethnicity. Moreover, quite a number of traditional media channel like
the billboard have brought about some positive impacts in the creative planning and executions
by making sure that various visuals are appropriately utilized to ensure that the right information
is passed to a certain targeted groups of individuals thus making them to easily understand what
is taking place without them developing any conditions of complications. Digital media although
still appears to be relatively new when it is compared to the entire history of traditional media
has been able to impact on creative strategy planning within the context of IMC campaign by
providing an organization that is fully taking part in the integrated marketing campaign with a
maximum level of exposure together with quite an number of interactions with all the potential
customers living across different boundaries. Marketing through the implementation of various
types of digital media channels appears to be significantly less expensive to an extent that it can
always be viewed to be more measurable (Khang et al. 2016).
More often than not, different marketers have been able to form a belief that online
marketing is one of the major ways to address different issues in this world and as a result of
that, the social media campaigns; newsletters together with websites are capable of producing
one of the best results. Both the traditional and digital media channels have been able to impact
on creative strategy planning with execution by leveraging the entire publicity (Lamberton and
Stephen 2016). AS a result of leveraging publicity, this has helped to increase awareness about
the entire integrated marketing campaign. Writing of different types of contents appears to be

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one of the major ways that can be used to gain publicity since content essentially works well for
both the traditional and digital marketing channels. This is because they are known to be
consisting of quite a number of detailed explanations together with some forms of valuable
information. It is an essential thing to remember that both the traditional and digital marketing
channels are not meant to oppose but instead, they have the capability of fully complementing
each other. As a result of this, each and every marketer who understands the entire situation will
be able to fully utilize the strengths of all the channels that are capable of falling within the two
categories (Hagberg, Sundstrom and Egels-Zandén 2016).
2.3 Inspirational earth day marketing campaigns
This appears to be one of the current advertising campaigns that were able to capture the
attention of various individuals across the boarders both at the local, national and international
level. The campaign mainly focused on various aspects of environmental concerns since it is is
becoming more essential almost on a daily basis and as a result of this, the action of various
companies together with brands are capable of heavily affecting the consumer behavior. Due to
this, earth day was able to provide one of the greatest chances to showcase that the entire
marketing world is fully contributing to building a more sustainable future that can be easily
understood by various individuals (Laukkanen 2016). One of the things that was more interesting
about this marketing campaign is that it was capable of putting much focus on a vast range of
media channels that allowed it to be more diverse in terms of how it was able to reach out to
various types of audiences including individuals and organizations who are likely to be
connected to the whole scenario (Khang et al. 2016). Moreover, all the Ads that were used by the
campaign to pass essential information regarding environmental issues were among one of the
most perfect Ads since the year began since they were able to appropriately utilize various

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visuals that could easily increase the understanding level of various targeted parties thus making
them to start thinking critically un relation to how best they are capable of handling the entire
situation.
2.4 The way in which various forms of digital channels have been able to impact on
media buying practices together with the advertising budget allocation within a
particular IMC campaign
The increasing focus on global development together with together with implementation
of technology, promotions involving advertisement have triggered the emergence of different
types of shifts in the way various companies concentrate much on their consumers (Laukkanen
2016). Most of the researchers have therefore been able to highlight that technology has become
a major competent when it comes to the expansion of markets. Moreover, the digital marketing
channels are known to be capable of fully focusing on the psychological, emotional together with
a variety of social factors that have the capability of influencing the consumer behavior (Khang
et al. 2016). On the other hand, the use of digital media channels across various companies has
been able to fully engage various types of customers in a way that is capable of continuously
reintroducing various types of products by being able to increase all their appeal. Digital
marketing channels have emerged as the center of information distribution in relation to various
types of products and also include the introduction of new types of product lines that have
entered the market and also increasing brand awareness. Through the use of these digital media
channels, customers have been able to carry out an evaluation of various characteristics that are
related to their products of preference through a click of a button that fully depends on the use of
technology. As a result of his, it will determine whether a particular customer will be able to
purchase the product or not. Additionally, the digital marketing channels with the major one
being quite a number of social networking sites like Facebook has been able to come up with a

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new efficient method of fully introducing a brand related content and even going as far as
creating quite a number of exchanges with different types of consumer by generating a more
reliable consumer interaction (Hagberg, Sundstrom and Egels-Zandén 2016).
.
Since there is a change in the format in which various consumers are capable of engaging with
quite a number of products and product brands, the digital marketing channels have emerged as
some of the most essential parameters when it comes to branding. Different types of consumers
have been encouraged to fully interact with various brands, share appropriate and reliable
information with other consumers and even go as far as creating their content specifically the one
that is capable of reflecting on their brand preferences. The more different consumers are fully
engaged in the entire process, the more likely they are capable of encouraging other personalities
to carry out an exploration of specific brands. Finally, the digital media channels have been able
to impact on the advertising budget allocations in an integrated marketing campaign by enabling
an organization to choose on a variety of channels and be able to clearly postulate all the
required goals that needs to be attained within the digital market. Since the channels fully depend
on the technology in order to navigate their world, this clearly indicates that there is likely to be a
decrease in the relevancy that is attached to any big budget.
3.0 Conclusion
The use of digital media channels has greatly changed the world of business by allowing various
companies to carry out different essential processes regarding their products. Moreover, they
have greatly played an essential role in terms of reaching out to large population of individuals
within the shortest time possible. Organizations have been able to offer a clear and precise

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description about their products and services thus making it much easier for the customers to
clearly understand what the organizations are more about when it comes to presenting their
products and services. On the other hand, the use of advertising media is a technique that
requires the implementation of well-developed leadership strategies that are capable of enabling
various leaders to clearly understand some of the things that they need to do in order to make
sure that the digital marketing techniques within their respective organizations are capable of
emerging a success thus making sure that the needs of each and every customer is well
addressed. Moreover, the digital marketing channels are capable of working hand in hand with
the entire IMC campaign thus providing one of the most fundamental progresses so far. At the
same time, it is not just a one-step issue but instead, it normally requires the analysis of various
processes and procedures most so the ones that normally tend to exist within the internal and
external parts of a given business. This further leads to a more advanced understanding
pertaining the right path that should be taken in relation to the implementation of various forms
of digital media channels.
4.0 Recommendations
It is clear beyond any doubt that digital marketing channels are important parameters that should
be keenly looked into most so when an organization is interested with reaching out to a wide
population of customers by providing them with quality products and services that are able to
meet all their needs. As a result of this, the top management officials should always try as much
as they can to carry out an evaluation of the targeted market platform in order to come up with
one of the best results related to the types of digital marketing channels that are mostly used
across different customer segments. This will further enable their organizations to make the right

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choice by highlighting some of the parameters that needs to be utilized appropriately in order to
pass a wide variety of information to different individuals.
It is also of much importance to make good use of different types of ethical
considerations since these are the major things that will be used by various personalities to carry
out their judgment and even to develop their own perceptions in relation to how an organization
or even a business has been able to utilize its digital marketing tools. The more positive an
organization utilizes the tools, the more it will be able to develop positive reputations that attracts
large number of individuals. On the other hand, when it neglects the use of ethics, it will be able
to develop a negative reputation that might end up making it very hard to carry out digital
marketing. Appropriate ethical considerations should therefore be given the first priority.

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5.0 References
Hagberg, J., Sundstrom, M. and Egels-Zandén, N. (2016). The digitalization of retailing: an
exploratory framework. International Journal of Retail & Distribution Management, 44(7),
pp.694-712.
Khang, H., Han, S., Shin, S., Jung, A.R. and Kim, M. (2016). A retrospective on the state of
international advertising research in advertising, communication, and marketing journals: 1963–
2014. International Journal of Advertising, 35(3), pp.540-568.
Lamberton, C. and Stephen, A. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry.
Journal of Marketing, 80(6), pp.146-172.
Laukkanen, T. (2016). Consumer adoption versus rejection decisions in seemingly similar
service innovations: The case of the Internet and mobile banking. Journal of Business Research,
69(7), pp.2432-2439.
Voorhees, C., Brady, M.K., Calantone, R. and Ramirez, E. (2016). Discriminant validity testing
in marketing: an analysis, causes for concern, and proposed remedies. Journal of the Academy of
Marketing Science, 44(1), pp.119-134.

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Appendices
Appendix A: The use of advertising theory
A number of organizations have been currently on the verge to address different issues dealing
with advertising theory in order to make sure that all their potential customers are reached out
within the shortest time possible. The use of ethics has been a major concern that is directed
towards the boundaries of the adverting theory since it is the only thing that is capable of making
adverting theory to emerge as a success.
Appendix B: Comparison of using both the digital and traditional media in organizations
In as much as the digital and traditional media are currently being used across different
organizations, the use of digital media has been able to gain much popularity when compared to
the traditional ones. This is majorly because the digital media is fast and easy to use thus making
sure that efficient information is passed to different types of customers within the shortest time
possible thereby making it much easy to address different issues within an organization, most so
the ones that are concerned with the distribution of different types of goods and services.