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

 Integrated Marketing
Communications

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 response, 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
 The Promotional Mix

A d v e rtis in g D ire c t m a rk e tin g S a le s p ro m o tio n P u b lic ity /P R P e rs o n a l s e llin g

Slide 1-2
Figure 1-1
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
 Classifications of Advertising
• 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

Slide 1-3

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 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).

R e v ie w o f m a rk e tin g p la n

A n a ly s is o f p ro m o tio n a l p ro g ra m s itu a tio n

A n a ly s is o f th e c o m m u n ic a tio n s p ro c e s s

B u d g e t d e te rm in a tio n

D e v e lo p in te g ra te d m a rk e tin g c o m m u n ic a tio n s p ro g ra m
Slide 1-4
Figure 1-4
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
 An Integrated Marketing
Communications Planning Model (cont.)

D e v e lo p in t e g r a t e d m a r k e t in g c o m m u n ic a t io n s p r o g r a m

A d v e r t is in g D ir e c t m a r k e t in g S a le s p r o m o t io n P R /p u b lic it y P e r s o n a l S e llin g

A d v e r t is in g o b je c t iv e s D ir e c t m a r k e t in g o b je c t iv e s S a le s p r o m o t io n o b je c t iv e s P R /p u b lic it y o b je c t iv e s P e r s o n a l s e llin g o b je c t iv e s

M e s s a g e s tra te g y D ir e c t m a r k e t in g s t r a t e g y S a le s p r o m o t io n s t r a t e g y P R /p u b lic it y s t r a t e g y P e r s o n a l s e llin g s t r a t e g y

M e d ia s t r a t e g y In t e g r a t e a n d im p le m e n t
IM C s tra te g y

M o n it o r , e v a lu a t e , a n d
c o n tro l IM C p ro g ra m

Slide 1-5
Figure 1-4
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998