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

By George E. Belch, Michael A. Belch

Ads and promoting: An built-in advertising and marketing Communications standpoint, 6/e, through Belch and Belch, is the #1 textual content within the ads industry. because the box of ads and merchandising keeps to dramatically swap because the dominant days of high-powered Madison road organisations, dealers needs to glance past conventional media in an effort to be successful. as a way to most sensible converse with shoppers, advertisers needs to make the most of a myriad of instruments (advertising, public kinfolk, direct advertising, interactive/Internet advertising, revenues merchandising, and private selling); Belch/Belch is the 1st booklet to mirror the shift from the normal tools of advertisements to the extra widely known strategy of imposing an built-in advertising and marketing communications procedure. The textual content underscores the significance of spotting company needs to use all promotional instruments on hand to express a unified message to the patron. The built-in advertising communications point of view, (the topic of the text), catapults the reader into the company practices of the twenty first century.

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Extra info for Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition , Edition: 6th

Sample text

As of now, the Rendezvous during the 16-day period, and it was company has less than half the revenue of Sony, rated the top attraction in Olympic Square by visit- but it is no longer just making cheaper versions of ing fans. Perhaps more important, 74 percent of the Sony products. Robert Batt, of Nebraska Furniture visitors stated they now had a more positive image Mart, thinks Samsung can outstrip Sony. To quote of Samsung, and 76 percent indicated a willingness the $300 million retailer, “Someone shook that to purchase a Samsung product in the future.

The IMC movement is also being driven by changes in the ways companies market their products and services. A shift in marketing dol- lars from advertising to sales promotion, the rapid growth and development of database marketing, and the fragmentation of media markets are among the key changes taking place. Promotion is best viewed as the communication function of marketing. It is accomplished through a promotional mix that includes advertising, personal selling, publicity/public relations, sales promotion, direct marketing, and interactive/Internet marketing.

The internal analysis also assesses the relative strengths and weaknesses of the product or service; its advantages and disadvantages; any unique selling points or benefits it may have; its packaging, price, and design; and so on. This information is particularly important to the creative personnel who must develop the advertising message for the brand. Figure 1-5 is a checklist of some of the areas one might consider when performing analyses for promotional planning purposes. Addressing internal areas may require information the company does not have available internally and must gather as part of the external analysis.

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