By Terence A. Shimp, J. Craig Andrews

ISBN-10: 0324321430

ISBN-13: 9780324321432

Ads, merchandising, AND different facets OF built-in advertising COMMUNICATIONS integrates all features of promoting conversation. entire with updates on new literature and practioner advancements, this article deals a complete therapy at the basics of ads and advertising.

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These include advertising agencies, public relations firms, sales promotion agencies, directadvertising firms, and special-event marketers. Herein is a major reason why marketing communication efforts often do not meet the ideals described in this chapter. Integration requires tight coordination among all elements of a communications program. However, this becomes complicated when different specialized services operate independently of one another. Perhaps the greatest obstacle to integration is that few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.

Sales promotion is the marcom tool most capable of directly affecting consumer behavior. However, excessive reliance on promotions can injure a brand’s reputation by creating a low-price and perhaps low-quality image. It is for this reason that marketing communicators often seek to first enhance a brand’s equity as a foundation to influencing behavior. It indeed can be argued that much if not most marcom efforts are designed to enhance brand equity.

2. Brand Managers and Their Agencies Should Be Amenable to Using Various Marketing Communication Tools. This second element naturally extends from the first and its emphasis on starting with the customer. ) and those used by people in craft industries such as carpentry, plumbing, and automobile repair. Each of these craftsmen possesses a toolbox that is filled with a variety of tools. Consider, for example, a car- Chapter 1: Overview of Integrated Marketing Communications and the Marcom Process 9 penter’s toolbox, which contains items such as hammers, pliers, screwdrivers, drills, sanding equipment, and so on.

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


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