Download Advertising, Promotion, and Other Aspects of Integrated by Terence A. Shimp, J. Craig Andrews PDF

Download Advertising, Promotion, and Other Aspects of Integrated by Terence A. Shimp, J. Craig Andrews PDF

By Terence A. Shimp, J. Craig Andrews

Advertisements, merchandising, AND different elements OF built-in advertising and marketing COMMUNICATIONS integrates all facets of promoting verbal exchange. whole with updates on new literature and practioner advancements, this article bargains a finished therapy at the basics of advertisements and merchandising.

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

Example text

The IMC goal in such a case is to develop more compelling advertisements that influence smokers to discontinue this practice. A creative approach other than the standard smoking-is-bad-for-you message is needed to redirect behavior. , “smoking is uncool” or “only losers smoke”) may represent a superior tack in the antismoking initiative to reduce this unhealthy practice, particularly among teenagers. Changes in Marketing Communication Practices The adoption of an IMC mind-set necessitates some fundamental changes in the way marketing communications have traditionally been practiced.

Chapter 1: Overview of Integrated Marketing Communications and the Marcom Process Marcom Outcomes Referring back to our conceptual framework for marketing communications decisions, it can be seen that the outcomes from a marcom program are twofold: enhancing brand equity and affecting behavior. 3 displays a doubleheaded arrow between these outcomes, which signifies that each outcome influences the other. If, say, an advertising campaign for a new brand generates brand awareness and creates a positive brand image, consumers may be inclined to try the new brand.

As noted previously, the objective is to contact customers and prospects effectively; media advertising is not always the most effective or cost-efficient medium for accomplishing this objective. But of course this does not mean that media advertising is unimportant or in threat of extinction. The point instead is that other communication methods should receive careful consideration before mass media advertising is automatically assumed to be the solution. In other words, it is easy to argue that cheaper, alternative means of communication should be the default option rather than defaulting to mass media advertising.

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