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Slide 1 - 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
Slide 2 - Chapter 1 An Introduction to Integrated Marketing Communications The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill
Slide 3 - 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
Slide 4 - 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 Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998
Slide 5 - 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.
Slide 6 - The Promotional Mix Slide 1-2 Figure 1-1 Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
Slide 7 - 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.
Slide 8 - 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 Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
Slide 9 - An Integrated Marketing Communications Planning Model Slide 1-4 Figure 1-4 Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
Slide 10 - An Integrated Marketing Communications Planning Model (cont.) Slide 1-5 Figure 1-4 Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
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