1. 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 1 1

2. An Introduction to Integrated Marketing Communications
Chapter 1
An Introduction to Integrated Marketing Communications
Irwin/McGraw-Hill
The McGraw-Hill Companies, Inc., 1998 2 2

3. 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

4. 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.
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5. 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.

6. The Promotional Mix
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Figure 1-1
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7. 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.

8. 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
Advertising To The Consumer Market
National Advertising - advertising done by a company on a nationwide basis or most regions of the country that is targeted at the consumer market
Retail/Local Advertising - advertising done by major retailers or smaller local merchants to encourage consumers to patronize their stores or use their local services (banking, restaurants)
Primary versus Selective Demand Advertising - primary demand advertising - advertising designed to stimulate demand for the general product class or an entire industry
Selective demand advertising - advertising that focuses on creating demand for a specific company's product or service
Advertising To the Business and Professional Market
Industrial Advertising - advertising that is targeted at individuals who influence the purchase of industrial goods or other services
Professional Advertising - advertising targeted to professional groups such as doctors, lawyers, dentists or engineers
Trade Advertising - advertising directed to resellers such as wholesalers and retailers to encourage them to carry a company's products
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9. An Integrated Marketing Communications Planning Model
The promotional plan provides a framework for developing, implementing, and controlling an organization's integrated marketing communication program and activities (Figure 1-4 in the text).
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Figure 1-4
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10. An Integrated Marketing Communications Planning Model (cont.)
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Figure 1-4
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