Ch01

Advertising and Promotion An Integrated Marketing Communications Perspective George E. Belch & Michael A. Belch Both of San Diego State University

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Chapter 1 An Introduction to Integrated Marketing Communications

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Integrated Marketing Communications 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 response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communications impact. Slide 1-1

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The Promotional Mix

A d v e rtis in g

D ire c t m a rk e tin g S a le s p ro m o tio n

P u b lic ity /P R

P e rs o n a l s e llin g

Slide 1-2 Figure 1-1

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Classifications of Advertising • • • • • •

Advertising To The Consumer Market National Advertising - advertising done by a company on a nationwide basis or most regions of the country that is targeted at the consumer market Retail/Local Advertising - advertising done by major retailers or smaller local merchants to encourage consumers to patronize their stores or use their local services (banking, restaurants) Primary versus Selective Demand Advertising - primary demand advertising - advertising designed to stimulate demand for the general product class or an entire industry Selective demand advertising - advertising that focuses on creating demand for a specific company's product or service Advertising To the Business and Professional Market

•

Industrial Advertising - advertising that is targeted at individuals who influence the purchase of industrial goods or other services

•

Professional Advertising - advertising targeted to professional groups such as doctors, lawyers, dentists or engineers

•

Trade Advertising - advertising directed to resellers such as encourage them to carry a company's products

wholesalers and retailers to

Slide 1-3

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An Integrated Marketing Communications Planning Model The

promotional plan provides a framework for developing, implementing, and controlling an organization's integrated marketing communication program and activities (Figure 1-4 in the text). R e v ie w o f m a rk e tin g p la n A n a ly s is o f p ro m o tio n a l p ro g ra m s itu a tio n A n a ly s is o f th e c o m m u n ic a tio n s p ro c e s s B u d g e t d e te rm in a tio n D e v e lo p in te g ra te d m a rk e tin g c o m m u n ic a tio n s p ro g ra m Irwin/McGraw-Hill

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Slide 1-4 Figure 1-4

An Integrated Marketing Communications Planning Model (cont.) D e v e lo p in t e g r a t e d m a r k e t in g c o m m u n ic a t io n s p r o g r a m A d v e r t is in g

D ir e c t m a r k e t in g

S a le s p r o m o t io n

P R /p u b lic it y

P e r s o n a l S e llin g

A d v e r t is in g o b je c t iv e s

D ir e c t m a r k e t in g o b je c t iv e s

S a le s p r o m o t io n o b je c t iv e s

P R /p u b lic it y o b je c t iv e s

P e r s o n a l s e llin g o b je c t iv e s

M e s s a g e s tra te g y

D ir e c t m a r k e t in g s t r a t e g y

S a le s p r o m o t io n s t r a t e g y

P R /p u b lic it y s t r a t e g y

P e r s o n a l s e llin g s t r a t e g y

M e d ia s t r a t e g y

In t e g r a t e a n d im p le m e n t IM C s tra te g y M o n it o r , e v a lu a t e , a n d c o n tro l IM C p ro g ra m

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Slide 1-5 Figure 1-4