Scribd
Upload
1K views8 pages

Advertising and Promotion: Belch & Belch, 8 Ed

This document provides an overview of integrated marketing communications (IMC) and the promotional mix. IMC is a strategic process that coordinates brand communications over time across various audiences to generate both short-term financial returns and long-term brand value. The promotional mix classifications include advertising to consumer and business markets as well as IMC audience contact tools such as print, broadcast, digital, and experiential marketing.

Uploaded by

Sharif Ullah
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
1K views8 pages

Advertising and Promotion: Belch & Belch, 8 Ed

This document provides an overview of integrated marketing communications (IMC) and the promotional mix. IMC is a strategic process that coordinates brand communications over time across various audiences to generate both short-term financial returns and long-term brand value. The promotional mix classifications include advertising to consumer and business markets as well as IMC audience contact tools such as print, broadcast, digital, and experiential marketing.

Uploaded by

Sharif Ullah
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 8

Advertising and Promotion

Chapter 1

Belch & Belch, 8th ed.

IMC
A strategic business process used to plan develop, execute and evaluate coordinated, measurable and persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted internal and external audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.

Promotional/Communication Mixes

Classifications of Advertising

Advertising to Consumer Markets


National Retail/Local Primary vs. Selective Demand

Advertising to Business Markets


Business to Business Professional Trade

IMC Audience Contact Tools


Broadcast media (TV/radio) Out-of-home media Personal selling Print media (newspapers/ma gazines) Public relations/publicity Internet/interactiv e Direct marketing

Target audience

Sales promotion

Point ofpurchase (displays, packaging)

Word of mouth

Events and sponsorships

Product placements
(TV/movies)

IMC Planning Model

Top Ten Advertisers

US Measured Advertising Spending by Media

You might also like