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

© The McGraw-Hill Companies, Inc., 1998Irwin/McGraw-Hill

MARKETING• Marketing is the process of Marketing is the process of planningplanning and and executing executing

the conception, the conception, pricing, promotion, and distributionpricing, promotion, and distribution of of ideas, goods, and servicesideas, goods, and services to create exchanges to create exchanges that that satisfysatisfy individualindividual and and organizationalorganizational objectives. objectives.

• Concept of Concept of satisfactionsatisfaction and and exchangeexchange are at the are at the core of the marketingcore of the marketing

• Two key tasks of marketing manager :Two key tasks of marketing manager :– Determination of specific target marketsDetermination of specific target markets– Marketing management, i.e., manipulation of M-Mix variables to Marketing management, i.e., manipulation of M-Mix variables to

best satisfy the needs of individual target marketsbest satisfy the needs of individual target markets..• Relationship marketing :involves Relationship marketing :involves

creating ,maintaining ,and enhancing long-term creating ,maintaining ,and enhancing long-term relationship with customers &stakeholdersrelationship 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.

Slide 1-1

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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 MixThe Promotional Mix

A dvertis ing Direc t mark eting S a les promotion P ublic ity/P R P ers ona l s e ll ing

Slide 1-2Figure 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 Slide 1-3

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An Integrated Marketing Communications Planning Model

Develop integrated marketing communications program

Budget determination

Analys is of the communications process

Analys is of promotional program s ituation

Review of marketing plan

Slide 1-4Figure 1-4

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

An Integrated Marketing Communications Planning Model (cont.)

Media stra tegy

Messa ge stra tegy

Advertising ob jectives

Advertising

D irect m a rketing stra tegy

D irect m a rketing ob jectives

D irect m a rketing

M onito r, eva luate , and

c ontro l IM C program

Integrate and implement

IM C s tra tegy

Sa les prom otion stra tegy

Sa les prom otion ob jectives

Sa les prom otion

PR /public ity stra tegy

PR /public ity ob jectives

PR /public ity

Persona l selling stra tegy

Persona l selling ob jectives

Persona l Selling

Develop integrated mark eting c ommunic ations program

Slide 1-5Figure 1-4

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998