By Terence A. Shimp, J. Craig Andrews
The 8th version of Shimp's market-leading ads, promoting, AND different facets OF built-in advertising COMMUNICATIONS totally integrates all facets of selling verbal exchange. whereas carrying on with to target the time venerated IMC tools, the textual content displays new educational literature and practitioner advancements within the box. a few reorganization besides complete remedy at the basics of ads and advertising are the point of interest of the revision. adjustments comprise prior insurance of latest manufacturers (ch. 3), the most recent in a variety of kinds of internet marketing (ch. 13), a brand new bankruptcy (18) on PR and word-of-mouth administration, and increased insurance environmental concerns concerning international warming and sustainability in a newly-organized ethics bankruptcy (21).
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Additional info for Advertising, Promotion, and other aspects of Integrated Marketing Communications
A marcom program for a brand is similarly ineffective if people learn about the brand and have favorable thoughts/feelings toward it but fail to purchase it in the quantities necessary to justify the marcom expenditures—purchasing is the desired behavior. To better understand IMC’s behavior-affecting objective, consider the situation faced by producers of natural food products. ) revealed that natural products had a good image but not many people were buying them. 29 This is a classic illustration of buyer behavior not following directly from attitudes.
At one extreme is top-down budgeting ( TD), in which senior management decides how much each subunit receives. At the other extreme is bottom-up budgeting ( BU), in which managers of subunits (such as at the product category level) determine how much is needed to achieve their objectives; these amounts are then combined to establish the total marketing budget. Most budgeting practices involve a combination of top-down and bottom-up budgeting. For example, in the bottom-up/top-down process (BUTD), subunit managers submit budget requests to a chief marketing officer (say, a vice president of marketing), who coordinates the various requests and then submits an overall budget to top management for approval.
In this situation, a promotion affected consumer behavior, which in turn enhanced the promoted brand’s equity. As established previously, a fundamental IMC principle is that marcom efforts must ultimately be gauged by whether they affect behavior. 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 Chapter 1: Overview of Integrated Marketing Communications 27 communicators often seek first to enhance a brand’s equity as a foundation to influencing behavior.