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Advertising and Promotion

An Integrated Marketing Communications Perspective


George E. Belch & Michael A. Belch Both of San Diego State University

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Chapter 1
An Introduction to Integrated Marketing Communications

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

MARKETING
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Concept of satisfaction and exchange are at the core of the marketing Two key tasks of marketing manager :
Determination of specific target markets Marketing management, i.e., manipulation of M-Mix variables to best satisfy the needs of individual target markets.

Relationship marketing :involves creating ,maintaining ,and enhancing long-term relationship with customers &stakeholders

Integrated Marketing Communications (4As )


a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines - for example, general advertising, direct marketing, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communications impact.
Slide 1-1

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Reasons for the growing importance of IMC


Understanding the value of strategically integrating the various communications functions rather than having them autonomously. Adaptation by marketers to changing environment through coordinating their marketing communications efforts. New technologies and format create new ways of marketing communications. decline in audience size for traditional media. The major reason of growing the importance of IMC is that it plays a major role in the process of developing and sustaining brand identity and equity (Name ,logo , symbol .design ,packaging , & image.

The Promotional Mix

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Slide 1-2 Figure 1-1

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Advertising: Any paid form of no personal communication about organization goods by identified sponsor Direct Marketing : Communicate directly with customers to generate transaction. (catalogs , direct mail, data base management , direct sale ,telemarketing ,direct mail) Sales Promotion: Marketing activities that provide extra value incentives to sales force ,distributors and ultimate customers. Publicity: Any not paid & identified of no personal communication about organization goods by identified sponsor it comes in form news Public relation: Management functions which evaluate public attitudes identified the policies and procedures of organization with the public interest. Personal selling: A form of person to person communication in which seller attempt to persuade buyers to purchase the company products or services.

Classifications of Advertising
Advertising to Consumer Markets
National Advertising: Done by large companies in a country Retail/Local advertising Primary Advertising: For general product Selective Demand: Advertising for specific brand

Advertising to Business Markets


Business to Business Advertising: Targeted individuals who buy for organizations Professional Advertising: Doctors ,lawyers Trade advertising: Targeted wholesalers Slide 1-3
Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998

An Integrated Marketing Communications Planning Model


Review of marketing plan Analysis of promotional program situation

Analysis of the communications process Budget determination Develop integrated marketing communications program
Slide 1-4 Figure 1-4

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

An Integrated Marketing Communications Planning Model (cont.)


Develop integrated marketing communications program Advertising Advertising objectives Message strategy
Media strategy

Direct marketing Direct marketing objectives Direct marketing strategy

Sales promotion Sales promotion objectives Sales promotion strategy


Integrate and implement IMC strategy

PR/publicity PR/publicity objectives PR/publicity strategy

Personal Selling Personal selling objectives Personal selling strategy

Monitor, evaluate, and control IMC program

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Slide 1-5 Figure 1-4