Advertising and Promotion – An Integrated Marketing Communications Perspective
Integrated Marketing Communications (IMC) is a concept of marketing communication 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 response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communication impact.
That is according to George E. Belch and Michael A. Belch, both of San Diego State University, authors of the Advertising and Promotion – An Integrated Marketing Communications Perspective (Fifth Edition).
Though not every chapter contains the features listed below, these elements make the content of this book interesting, easy to read, and easy to understand. I love the way important points are emphasized and explained. Here are the features.
Objective are provided at the beginning of each chapter to identify the major areas and points covered in the chapter and guide the learning effort
Chapter Opening Vignettes
Each chapter begins with a vignette that shows the effective use of integrated marketing communications by a company or ad agency or discusses an interesting issue that is relevant to the chapter.
These boxed items feature in-depth discussion of interesting issue related to the chapter material and the practical application of integrated marketing communication. Each chapter contains several of these insights into the world of integrated marketing communication.
These boxed sidebars provide information similar to that in the IMC Perspective, with focus on the international aspect of advertising and promotion.
These boxed item discuss the moral and/or ethical issues’ regarding practices engaged engaged in by marketers and are also tied to the material presented in the particular chapter. Issues covered in the Ethical Perspectives include the issue of Internet to preempt negative publicity, subliminal advertising, the use of shock ads by companies, the controversy over the use of sweepstakes in the direct marketing of magazine subscriptions, invasion of consumer privacy by direct marketers as well as Internet companies, the issue of whether the advertisers can influence the editorial content of media, and the advertising of hard liquor on television.
Also included are the Career Profiles of successful individuals working in the communications industry. Some examples of the individuals featured in the Career Profiles are agency vice president/management supervisor, an assistant account executive, a creative director for promotion agency, and a vice president/client service director for a Canadian direct and interactive agency.
Important terms are highlighted in boldface throughout the text and listed listed at the end of each chapter with page reference.
These synopses serve as a quick review of important topics covered and ver helpful study guide.
Questions at the end of each chapter give you and opportunity to test your understanding on the material and to apply it.
Print ads, photoboards, and other examples appear throughout the book. More than 400 ads, chart, graphs and other types of illustrations are included in the text.
The Advertising and Promotion – An Integrated Marketing Communications Perspective (Fifth Edition) has 7 Parts and 22 Chapters and they are listed below. I am going to indicate the Parts with capital letters A-G and the Chapters with number 1-22. The content in brief is as follows.
A. The Role of IMC in Marketing
1. Introduction to Integrated Marketing Communications
2. The Role of IMC in the Marketing Process
B. Integrated Marketing Program Situation Analysis
3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
4. Perspective on Consumer Behavior
C. Analyzing the Communication Process
5. The Communication Process
6. Source, Message and Channel Factors
D. Objectives and Budgeting for Integrated Marketing Communications
7. Establishing Objectives and Budgeting for the Promotional Program
E. Developing the Integrated Marketing Communications Program
8. Creative Strategy: Planning and Development
9. Creative Strategy: Implementation and Evaluation
10. Media Planning and Strategy
11. Evaluation of Broadcast Media
12. Evaluation of Print Media
13. Support Media
14. Direct Marketing
15. The Internet and Interactive Media
16. Sales Promotion
17. Public Relation, Publicity, and Corporate Advertising
18. Personal Selling
F. Monitoring, Evaluation and Control
19. Measuring the Effectiveness of the Promotional Program
G. Special Topics and Perspective
20. International Advertising and Promotion
21. Regulation of Advertising and Promotion
22. Evaluating the Social, Ethical and Economic Aspect of Advertising and Promotion
I bought a copy of this book on September 6, 2010 and I love its content; until now, I not done reading it cover to cover. However, there are chapters which I have thoroughly read especially the Chapter 4 and 12. I only skimmed the other parts and review them by and by.
Thank you for reading. Godspeed!