By Terence A. Shimp, J. Craig Andrews
Advertisements, promoting, AND different elements OF built-in advertising COMMUNICATIONS integrates all facets of selling communique. whole with updates on new literature and practioner advancements, this article deals a entire remedy at the basics of advertisements and advertising.
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Extra resources for Advertising, Promotion, and Other Aspects of Integrated Marketing Communications
Is your communication directed at a specific target? All marketing communications should be: (1) directed to a particular target market, (2) clearly positioned, (3) created to achieve a specific objective, and (4) undertaken to accomplish the objective within budget constraint. Marcom Implementation Decisions The fundamental decisions just described are conceptual and strategic. Comparatively, the implementation decisions are practical and tactical. Here is where the proverbial rubber hits the road.
In other words, some companies never create nor sustain momentum because their marketplace presence is inadequate. “Out of sight, out of mind” is probably more relevant to brands in the marketplace than to people. We generally do not forget our friends and family, but today’s brand friend is tomorrow’s stranger unless it is kept before our consciousness. Because consumers make hundreds of purchase decisions in many different product categories, they require continual reminders of brand names and their benefits if these brands are to stand a strong chance of becoming serious purchase candidates.
49 This executive obviously appreciates the value of achieving and maintaining a brand’s momentum. Many marketing communicators and higher-level managers don’t. For example, advertising is one of the first items cut during economic downturns. Chapter 1: Overview of Integrated Marketing Communications and the Marcom Process Marcom Outcomes Referring back to our conceptual framework for marketing communications decisions, it can be seen that the outcomes from a marcom program are twofold: enhancing brand equity and affecting behavior.