ABSTRACT
In this chapter, the authors look at traditional advertising and its role in Integrated Marketing Communication (IMC). The key to understanding the role is the important distinction between advertising and promotion. All marketing communication where the primary objective is building brand awareness and positive brand attitude may be thought of as advertising, regardless of how the message is delivered. It differs from promotion in that promotion messages, while addressing both awareness and attitudes, have as their primary objective initiating immediate brand purchase intention. There are several types of advertising: consumer-oriented brand advertising (COBA), retail advertising, business-to-business (B2B) advertising and corporate advertising. COBA is brand-focused and directed towards individual consumers, delivered through any of a broad range of media. Retail advertising involves both the store and the products or services it offers, and is generally local in nature. In looking beyond traditional display advertising for digital marketing, many brands have turned to something called collaborative content.
