By George E. Belch, Michael A. Belch

ISBN-10: 0072536764

ISBN-13: 9780072536768

The sphere of advertisements and promoting maintains to dramatically switch because the dominant days of high-powered Madison street enterprises. agents needs to glance past conventional media that allows you to be successful. that allows you to most sensible 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 net. Belch/Belch is the 1st publication to mirror the shift from the normal equipment of advertisements to the extra widely known strategy of imposing an built-in advertising communications approach. Belch/Belch conveys during the textual content that one needs to realize how a company makes use of all the promotional instruments to be had to exhibit a unified message to the patron. The built-in advertising communications viewpoint, or subject matter of the textual content, catapults the reader into the enterprise practices of the twenty first century.

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Extra info for Advertising and Promotion: An Integrated Marketing Communications Perspective (6th Edition)

Example text

Individuals working on the client or advertiser side of the business, such as brand, product, or promotional managers, are developing marketing programs that use a variety of marketing communications methods. This text views advertising and promotion from an integrated marketing communications perspective. We will examine all the promotional-mix elements and their roles in an organization’s integrated marketing communications efforts. 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.

A market can rarely be viewed as one large homogeneous group of customers; rather, it consists of many heterogeneous groups, or segments. In recent years, many companies have recognized the importance of tailoring their marketing to meet the needs and demand trends of different market segments. 40 Part One Introduction to Integrated Marketing Communications Exhibit 2-1 Merrell sees market opportunities for “lifestyle” shoes Belch: Advertising and Promotion, Sixth Edition I. Introduction to Integrated Marketing Communications 2.

A detailed situation analysis that consists of an internal marketing audit and review and an external analysis of the market competition and environmental factors. 2. Specific marketing objectives that provide direction, a time frame for marketing activities, and a mechanism for measuring performance. 3. A marketing strategy and program that include selection of target market(s) and decisions and plans for the four elements of the marketing mix. 4. A program for implementing the marketing strategy, including determining specific tasks to be performed and responsibilities.

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Advertising and Promotion: An Integrated Marketing Communications Perspective (6th Edition) by George E. Belch, Michael A. Belch

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