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

Chapter 1
An Introduction to Integrated
Marketing Communications

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

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

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

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.

The Promotional Mix

Advertising Directm
arketing Salesprom
otion Publicity/PR Personalselling

Slide 1-2
Figure 1-1

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

 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.

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

An Integrated Marketing
Communications Planning Model
Review of marketing plan
Analysis of promotional program situation

Analysis of the communications process

Budget determination
Develop integrated marketing communications program

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Slide 1-4
Figure 1-4

An Integrated Marketing
Communications Planning Model (cont.)
Develop integrated marketing communications program
Advertising

Direct marketing

Sales promotion

PR/publicity

Personal Selling

Advertising objectives

Direct marketing objectives

Sales promotion objectives

PR/publicity objectives

Personal selling objectives

Message strategy

Direct marketing strategy

Sales promotion strategy

PR/publicity strategy

Personal selling strategy

Media strategy

Integrate and implement

IMC strategy

Monitor, evaluate, and

control IMC program

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Slide 1-5
Figure 1-4