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Download e-book for kindle: Advertising and Promotion: An Integrated Marketing by George E. Belch, Michael A. Belch

By George E. Belch, Michael A. Belch

ISBN-10: 0072536764

ISBN-13: 9780072536768

The sphere of ads and advertising maintains to dramatically swap because the dominant days of high-powered Madison road firms. agents needs to glance past conventional media that allows you to be successful. with a purpose to top speak with shoppers, advertisers needs to make the most of the myriad of media outlets-print, radio, cable, satellite tv for pc television, and now the web. Belch/Belch is the 1st booklet to mirror the shift from the traditional tools of ads to the extra well known method of enforcing an built-in advertising communications technique. Belch/Belch conveys in the course of the textual content that one needs to realize how a company makes use of the entire promotional instruments to be had to express a unified message to the shopper. The built-in advertising and marketing communications standpoint, or subject matter of the textual content, catapults the reader into the enterprise practices of the twenty first century.

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Additional info for Advertising and Promotion: An Integrated Marketing Communications Perspective (6th Edition)

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Assessment of packaging, labeling, and brand image Environmental Analysis How does our product or service compare with competition? Are there any current trends or developments that might affect the promotional program? What is our position relative to the competition? Analysis of the Communications Process This stage of the promotional planning process examines how the company can effectively communicate with consumers in its target markets. The promotional planner must think about the process consumers will go through in responding to marketing communications.

Conversely, personal selling also plays an important role in consumer-product marketing. A consumer-goods company retains a sales force to call on marketing intermediaries (wholesalers and retailers) that distribute the product or service to the final consumer. While the company sales reps do not communicate with the ultimate consumer, they make an important contribution to the marketing effort by gaining new distribution outlets for the company’s product, securing shelf position and space for the brand, informing retailers about advertising and promotion efforts to users, and encouraging dealers to merchandise and promote the brand at the local market level.

Business-to-business marketers such as Honeywell do use advertising to perform important functions such as building awareness of the company and its products, generating leads for the sales force, and reassuring customers about the purchase they have made (see Exhibit 1-15). Conversely, personal selling also plays an important role in consumer-product marketing. A consumer-goods company retains a sales force to call on marketing intermediaries (wholesalers and retailers) that distribute the product or service to the final consumer.

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Advertising and Promotion: An Integrated Marketing Communications Perspective (6th Edition) by George E. Belch, Michael A. Belch


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