By Terence A. Shimp, J. Craig Andrews
The 8th variation of Shimp's market-leading advertisements, merchandising, AND different elements OF built-in advertising COMMUNICATIONS absolutely integrates all features of promoting communique. whereas carrying on with to target the time commemorated IMC equipment, the textual content displays new educational literature and practitioner advancements within the box. a few reorganization in addition to complete therapy at the basics of advertisements and merchandising are the focal point of the revision. alterations contain prior insurance of latest manufacturers (ch. 3), the most recent in a number of sorts of online advertising (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
These five features do warrant your committing them to memory. 2 1. Start with the customer or prospect. 2. Use any form of relevant contact or touch point. Five Key Features of IMC 3. Speak with a single voice. 4. Build relationships. 5. Affect behavior. Chapter 1: Overview of Integrated Marketing Communications inducing customers and prospects to act favorably toward the communicator’s brand. The IMC approach avoids an “inside-out” approach (from company to customer) in identifying communication vehicles and instead starts with the customer (“outside-in”) to determine those communication methods that will best serve customers’ information needs and motivate them to purchase the brand.
A key strategic consideration is whether short- or long-term schemes are more important 23 24 Part 1: IMC: Processes, Brand Equity, and Marcom's Role in Introducing New Brands given a brand’s life-cycle stage and in view of competitive realities. An appropriate mixture for mature brands is likely to be different from the mixture for brands recently introduced. New brands require larger investment in promotions such as couponing and sampling to generate trial purchases, whereas mature brands might need proportionately greater advertising investment to maintain or enhance a brand’s image.
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.