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Download e-book for kindle: Advertising, Promotion, and other aspects of Integrated by Terence A. Shimp, J. Craig Andrews

By Terence A. Shimp, J. Craig Andrews

ISBN-10: 0324593600

ISBN-13: 9780324593600

The 8th version of Shimp's market-leading advertisements, advertising, AND different elements OF built-in advertising COMMUNICATIONS absolutely integrates all elements of selling conversation. whereas carrying on with to target the time venerated IMC equipment, the textual content displays new educational literature and practitioner advancements within the box. a few reorganization besides complete remedy at the basics of ads and advertising are the point of interest of the revision. adjustments comprise prior assurance of recent manufacturers (ch. 3), the most recent in quite a few sorts of internet marketing (ch. 13), a brand new bankruptcy (18) on PR and word-of-mouth administration, and elevated insurance environmental matters concerning worldwide warming and sustainability in a newly-organized ethics bankruptcy (21).

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Extra resources for Advertising, Promotion, and other aspects of Integrated Marketing Communications

Example text

It is easy to build the case, in fact, that brand managers should turn to alternative means of marketing communication as the option of first choice rather than automatically defaulting to mass media advertising. In addition to the growth of the Internet and other digital media as viable alternatives to mass media, many brand managers and their agencies have reduced the role of TV in their marcom budgeting because TV advertising is not as effective or cost-efficient as it once was. TV audiences are more fragmented than in prior years and relatively fewer consumers can be reached by the advertising placed on any particular program.

Suffice it to say at this point that systematic (versus ad hoc) decision making requires that message content be dictated by the brand’s positioning strategy and aligned with the communications objective for the designated target audience. Selecting Media All marketing communications messages require an instrument, or medium, for transmission. ), the concept of media is relevant to all marcom tools. For example, personal sales messages can be delivered via face-to-face communications or by telemarketing; these media alternatives have different costs and effectiveness.

The IMC approach avoids an “inside-out” approach (from company to customer) in identifying communication vehicles and instead starts with the customer (“outside-in”) to determine those communication methods that will best serve customers’ information needs and motivate them to purchase the brand. Consumers in Control It is widely acknowledged that marketing communications are governed by a key reality: The consumer increasingly wants to be in control! Marcom practitioners must accept the fact that marketing communications must be consumer-centric.

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Advertising, Promotion, and other aspects of Integrated Marketing Communications by Terence A. Shimp, J. Craig Andrews


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