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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 Communications standpoint, 6/e, through Belch and Belch, is the number 1 textual content within the ads marketplace. because the box of ads and promoting maintains to dramatically swap because the dominant days of high-powered Madison street corporations, dealers needs to glance past conventional media so that it will be successful. on the way to most sensible speak with shoppers, advertisers needs to make the most of a myriad of instruments (advertising, public kinfolk, direct advertising, interactive/Internet advertising and marketing, revenues promoting, and private selling); Belch/Belch is the 1st ebook to mirror the shift from the normal tools of advertisements to the extra well known procedure of enforcing an built-in advertising and marketing communications method. The textual content underscores the significance of spotting enterprise needs to use all promotional instruments to be had to exhibit a unified message to the patron. The built-in advertising and marketing communications point of view, (the subject matter of the text), catapults the reader into the enterprise practices of the twenty first century.

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Extra resources for Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition

Sample text

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.

Conversely, personal selling also plays an important role in consumer-product marketing. A consumer-goods company retains a sales force to call on marketing intermediaries (wholesalers and retailers) that distribute the product or service to the final consumer. While the company sales reps do not communicate with the ultimate consumer, they make an important contribution to the marketing effort by gaining new distribution outlets for the company’s product, securing shelf position and space for the brand, informing retailers about advertising and promotion efforts to users, and encouraging dealers to merchandise and promote the brand at the local market level.

Introduction to Integrated Marketing Communications © The McGraw−Hill Companies, 2003 1. An Introduction to Integrated Marketing Communications segmentation and positioning and consider their part in developing an IMC strategy. We also discuss how firms organize for IMC and make decisions regarding ad agencies and other firms that provide marketing and promotional services. We then focus on consumer behavior considerations and analyze the communications process. We discuss various communications models of value to promotional planners in developing strategies and establishing goals and objectives for advertising and other forms of promotion.

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