Transcript Advertising and Promotion

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.
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© 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
Advertising Directm
arketing Salesprom
otion Publicity/PR Personalselling
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Figure 1-1
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• 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
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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
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©The McGraw-Hill Companies, Inc., 1998
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Figure 1-4
An Integrated Marketing
Communications Planning Model (cont.)
Develop integrated marketing communications program
Advertising
Direct marketing
Sales promotion
PR/publicity
Personal Selling
Advertising objectives
Direct marketing objectives
Sales promotion objectives
PR/publicity objectives
Personal selling objectives
Message strategy
Direct marketing strategy
Sales promotion strategy
PR/publicity strategy
Personal selling strategy
Media strategy
Integrate and implement
IMC strategy
Monitor, evaluate, and
control IMC program
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998
Slide 1-5
Figure 1-4