By George E. Belch, Michael A. Belch
The sector of ads and promoting keeps to dramatically swap because the dominant days of high-powered Madison road corporations. sellers needs to glance past conventional media on the way to be successful. for you to top speak 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 web. Belch/Belch is the 1st ebook to mirror the shift from the traditional tools of ads to the extra well known procedure of imposing an built-in advertising communications process. Belch/Belch conveys through the textual content that one needs to realize how an organization makes use of all the promotional instruments on hand to show a unified message to the shopper. The built-in advertising communications point of view, or topic of the textual content, 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 (6th Edition)
Over the past decade, the amount of money spent on advertising, sales promotion, direct marketing, and other forms of marketing communication has increased tremendously, both in the United States and in foreign markets. To understand the role of advertising and promotion in a marketing program, one must understand the role and function of marketing in an organization. The basic task of marketing is to combine the four controllable elements, known as the marketing mix, into a comprehensive program that facilitates exchange with a target market.
Companies selling high-quality brands use advertising to convince consumers of their superiority, justify their higher prices, and maintain their image. Brands of lower quality, or those that are hard to differentiate, often compete more on a price or “value for the money” basis and may rely more on sales promotion to the trade and/or to consumers. Promotional Management Exhibit 1-15 Business-tobusiness marketers such as Honeywell use advertising to build awareness 24 Part One Introduction to Integrated Marketing Communications Belch: Advertising and Promotion, Sixth Edition I.
Before developing a promotional plan, marketers must understand where the company (or the brand) has been, its current position in the market, where it intends to go, and how it plans to get there. Most of this information should be contained in the marketing plan, a written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand. 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.
Advertising and Promotion: An Integrated Marketing Communications Perspective (6th Edition) by George E. Belch, Michael A. Belch