Terence A. Shimp, J. Craig Andrews's Advertising, Promotion, and other aspects of Integrated PDF

By Terence A. Shimp, J. Craig Andrews

ISBN-10: 0324593600

ISBN-13: 9780324593600

The 8th variation of Shimp's market-leading ads, advertising, AND different facets OF built-in advertising and marketing COMMUNICATIONS totally integrates all elements of promoting conversation. 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 in addition to accomplished remedy at the basics of advertisements and promoting are the point of interest of the revision. alterations comprise prior insurance of latest manufacturers (ch. 3), the most recent in a number of types of internet marketing (ch. 13), a brand new bankruptcy (18) on PR and word-of-mouth administration, and accelerated insurance environmental matters relating to international warming and sustainability in a newly-organized ethics bankruptcy (21).

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Additional resources for Advertising, Promotion, and other aspects of Integrated Marketing Communications

Sample text

Other consumers who logged on to a Web site then read and scored the submitted scripts. A panel consisting of Pepsi executives and Mr. Chow then selected the best five ideas from among the 100 highest-scoring entries during each two-week period. At the end of six weeks, 15 finalists were identified. The 15 scripts were posted on the Web site, and interested consumers then voted for the best script. The winner received $12,500 and an opportunity to participate in the production of the commercial.

Second, advertising and promotions produce a synergistic effect—their combined results are greater than what they would achieve individually. This makes it difficult to determine the exact effects that different combinations of advertising and sales promotion might generate. Although it is impossible to determine a mathematically optimum mixture of advertising and promotion expenditures, a satisfactory mixture can be formulated by considering the differing purposes of each of these marcom tools.

Key Feature #4: Build Relationships Rather Than Engage in Flings Successful marketing communication requires building relationships between brands and their consumers/customers. A relationship is an enduring link between a brand and its customers. Successful relationships between customers and brands lead to repeat purchasing and, ideally, loyalty toward a brand. The value of customer retention has been compared to a “leaky bucket,” the logic of which is nicely captured in the following quote: As a company loses customers out of the leak in the bottom of the bucket, they have to continue to add new customers to the top of the bucket.

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Advertising, Promotion, and other aspects of Integrated Marketing Communications by Terence A. Shimp, J. Craig Andrews

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