Advertising and Promotion: An Integrated Marketing by George E. Belch, Michael A. Belch

By George E. Belch, Michael A. Belch

The sphere of ads and advertising keeps to dramatically swap because the dominant days of high-powered Madison road enterprises. sellers needs to glance past conventional media so that it will be successful. so as to most sensible converse with shoppers, advertisers needs to make the most of the myriad of media outlets-print, radio, cable, satellite tv for pc television, and now the net. Belch/Belch is the 1st ebook to mirror the shift from the normal equipment of ads to the extra widely known process of imposing an built-in advertising and marketing communications process. Belch/Belch conveys in the course of the textual content that one needs to realize how a company makes use of all the promotional instruments on hand to exhibit a unified message to the shopper. The built-in advertising communications point of view, or subject of the textual content, catapults the reader into the enterprise practices of the twenty first century.

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Additional info for Advertising and Promotion: An Integrated Marketing Communications Perspective (6th Edition)

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Samsung’s recognition of the importance of a strong brand image coupled with a strong IMC program reflects the solid marketing orientation required to be successful in today’s marketplace. In this chapter, we take a closer look at how marketing strategies influence the role of promotion and how promotional decisions must be coordinated with other areas of the marketing mix. In turn, all elements of the marketing mix must be consistent in a Belch: Advertising and Promotion, Sixth Edition I. Introduction to Integrated Marketing Communications © The McGraw−Hill Companies, 2003 2.

Companies consider many factors in developing their IMC programs, including the type of product, the target market, the buyer’s decision process, the stage of the product life cycle, and the channels of distribution. Companies selling consumer products and services generally rely on advertising through mass media to communicate with ultimate consumers. Business-to-business marketers, who generally sell expensive, risky, and often complex products and services, more often use personal selling. Business-to-business marketers such as Honeywell do use advertising to perform important functions such as building awareness of the company and its products, generating leads for the sales force, and reassuring customers about the purchase they have made (see Exhibit 1-15).

To associate its brand with other well-known, and The focus of the ads is surreal, many featuring the well-expected, brands. Joint product development “snow woman”—a hauntingly beautiful woman ventures with strong-brand-image companies such who imparts an expensive and classy feeling to the as Sprint, Texas Instruments, and Dell are also viewer and, hopefully, to the brand. The ads will working to reposition the brand. appear on television, in print, and on retail and outdoor billboards. So far, the efforts appear to have gone well.

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