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

By George E. Belch, Michael A. Belch

Advertisements and advertising: An built-in advertising Communications point of view, 6/e, through Belch and Belch, is the number 1 textual content within the advertisements industry. because the box of ads and promoting maintains to dramatically swap because the dominant days of high-powered Madison street corporations, sellers needs to glance past conventional media as a way to be successful. with a purpose to most sensible speak with shoppers, advertisers needs to make the most of a myriad of instruments (advertising, public relatives, direct advertising, interactive/Internet advertising, revenues merchandising, and private selling); Belch/Belch is the 1st e-book to mirror the shift from the traditional tools of advertisements to the extra well known method of enforcing an built-in advertising communications procedure. The textual content underscores the significance of spotting enterprise needs to use all promotional instruments to be had to express a unified message to the shopper. The built-in advertising communications viewpoint, (the subject of the text), catapults the reader into the company practices of the twenty first century.

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Additional info for Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition

Sample text

Although media advertising may be the most visible part of the communications program, understanding its role in contemporary marketing requires attention to other promotional areas such as the Internet and interactive marketing, direct marketing, sales promotion, public relations, and personal selling. Not all the promotional-mix areas are under the direct control of the advertising or marketing communications manager. For example, personal selling is typically a specialized marketing function outside the control of the advertising or promotional department.

The Samsung example is just one of many image-creating strategies that demonstrate a number of important marketing strategies that will be discussed in this chapter. These include the identification of market opportunities, market segmentation, target marketing and positioning, and marketing program development. 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.

Marketing plans can take several forms but generally include five basic elements: For most firms, the promotional plan is an integral part of the marketing strategy. Thus, the promotional planners must know the roles advertising and other promotional-mix elements will play in the overall marketing program. The promotional plan is developed similarly to the marketing plan and often uses its detailed information. Promotional planners focus on information in the marketing plan that is relevant to the promotional strategy.

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