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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