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  • Advertising and Promotion: Belch & Belch, 8 Ed

    Enviado por

    Sharif Ullah
    114 visualizações8 páginas
    This document provides an overview of integrated marketing communications (IMC) and the promotional mix. IMC is a strategic process that coordinates brand communications over time across various audiences to generate both short-term financial returns and long-term brand value. The promotional mix classifications include advertising to consumer and business markets as well as IMC audience contact tools such as print, broadcast, digital, and experiential marketing.

    Descrição original:

    Marketing

    Título original

    CH 1 337

    Direitos autorais

    © Attribution Non-Commercial (BY-NC)

    Formatos disponíveis

    PPT, PDF, TXT ou leia online no Scribd

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    This document provides an overview of integrated marketing communications (IMC) and the promotional mix. IMC is a strategic process that coordinates brand communications over time across various audiences to generate both short-term financial returns and long-term brand value. The promotional mix classifications include advertising to consumer and business markets as well as IMC audience contact tools such as print, broadcast, digital, and experiential marketing.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PPT, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    114 visualizações8 páginas

    Advertising and Promotion: Belch & Belch, 8 Ed

    Enviado por

    Sharif Ullah
    This document provides an overview of integrated marketing communications (IMC) and the promotional mix. IMC is a strategic process that coordinates brand communications over time across various audiences to generate both short-term financial returns and long-term brand value. The promotional mix classifications include advertising to consumer and business markets as well as IMC audience contact tools such as print, broadcast, digital, and experiential marketing.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PPT, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 8

    Advertising and Promotion

    Chapter 1

    Belch & Belch, 8th ed.

    IMC
    A strategic business process used to plan develop, execute and evaluate coordinated, measurable and persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted internal and external audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.

    Promotional/Communication Mixes

    Classifications of Advertising

    Advertising to Consumer Markets


    National Retail/Local Primary vs. Selective Demand

    Advertising to Business Markets


    Business to Business Professional Trade

    IMC Audience Contact Tools


    Broadcast media (TV/radio) Out-of-home media Personal selling Print media (newspapers/ma gazines) Public relations/publicity Internet/interactiv e Direct marketing

    Target audience

    Sales promotion

    Point ofpurchase (displays, packaging)

    Word of mouth

    Events and sponsorships

    Product placements
    (TV/movies)

    IMC Planning Model

    Top Ten Advertisers

    US Measured Advertising Spending by Media

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