Download e-book for iPad: Advertising, Promotion, and Other Aspects of Integrated by Terence A. Shimp, J. Craig Andrews

By Terence A. Shimp, J. Craig Andrews

Ads, advertising, AND different points OF built-in advertising COMMUNICATIONS integrates all elements of promoting communique. entire with updates on new literature and practioner advancements, this article deals a finished therapy at the basics of ads and merchandising.

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Extra info for Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

Sample text

It is very important at this time that you scan and achieve a basic understanding of the model components in preparation for the following discussion, which fleshes out the model’s skeleton. 3 conceptualizes the various types of brand-level marcom decisions and the outcomes desired from those decisions. It will be noted that the model consists of a set of fundamental decisions, a set of implementation decisions, and program evaluation. 3 shows that fundamental decisions (targeting, positioning, setting objectives, and budgeting) influence implementation decisions regarding the mixture of communications elements and the determination of messages, media, and momentum.

Perhaps the greatest obstacle to integration is that few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications. Advertising agencies, which traditionally have offered a greater breadth of services than do other specialists, are well qualified to develop mass media advertising campaigns; most, however, do not also have the ability to conduct direct-to-customer advertising, and even fewer have departments for sales promotions, special events, and publicity campaigns.

40 It is imperative in a world where shareholder value is the touchstone for assessing the prudence of investments that marketing communicators be ever mindful of whether their investments are garnering an adequate return on investment, or ROI. The following chapter discusses in some detail the importance of efforts to demonstrate marcom’s ROI. Obstacles to Implementing IMC Brand managers typically use outside suppliers, or specialized services, to assist them in managing various aspects of marketing communications.

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