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Advertising and promotion : an integrated marketing communications perspective 12 th ed
THE CHANGING WORLD OF ADVERTISING AND PROMOTION
Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them.
Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating field to either practice or study. However, they will also tell you that the field is undergoing dramatic transformations that are changing the ways marketers communicate with consumers forever. We are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid growth of communications through digital and social media, with much of this taking place on mobile devices such as smartphones and tablets. The rapid growth of smartphones has given rise to an entirely new type of marketing, known as mobile marketing, which involves promotional activities designed for delivery to these devices. The average consumer spends nearly five hours online each day, and marketers are allocating more of their promotional budgets to digital media. Advertising spending on digital media has surpassed traditional media, including television, print, radio, and outdoor in the United States as well as globally. However, while a myriad of companies have been involved in the digital revolution, digital marketing and advertising is being dominated by three major technology companies: Google, Facebook, and Amazon.
While digital technology has dramatically changed the world of advertising, changes are occurring in a number of other areas. Consumers are less responsive to advertising, and many are looking for ways to avoid advertising messages from both traditional as well as digital media. Social media platforms such as Facebook, Instagram, Twitter, and Snapchat have become just as powerful, if not more so, as traditional media, as have the influencers who promote products and brands on them. Marketers are demanding better results from the monies they spend on advertising and promotion and are using a variety of analytics to track performance and measure outcomes, particularly for digital ads. Changes are also occurring among the companies that create and disseminate advertising and other forms of marketing communication as traditional full-service advertising agencies must now compete with digital agencies as well as global accounting and consulting firms that have opened digital divisions and offer a vast array of strategic and data analytic solutions to marketers. The traditional full-service agency model is also being challenged as more marketers bring their advertising in-house and use agency services on a limited basis. Many advertising agencies have acquired, started, or become affiliated with direct-marketing, digital, sales promotion, public relations agencies, and analytics companies to better serve clients who have become “media-neutral” and are looking for whatever form of marketing communication works best to reach their target audiences.
In addition to redefining the role and nature of their advertising agencies, marketers are changing the way they communicate with their target audiences. They recognize they are operating in an environment where consumers get much of their news, information, and entertainment online and are cutting the cord from cable in favor of streaming shows on Netflix, Amazon Prime, Apple TV+, Hulu, and Disney+. New-age advertisers are redefining the notion of what an ad is and where it runs. Companies are using branded entertainment as a way of reaching consumers by creating short films that can be viewed online, arranging product placements, and integrating their brands into movies and television shows to promote their products and services. Marketers are also spending more of their monies in other ways such as event and experiential marketing, sponsorships, cause-related promotions and viral campaigns.
A number of other factors are affecting the way marketers communicate with consumers in this new environment. Advertising and promotional efforts have become more targeted and are often delivered to target audiences through media that have been purchased programmatically using software that automates the buying, placement, and optimization of media through a bidding system rather than through traditional media analysis and purchasing. The growth of e-commerce is changing the retail industry as traditional brick-and-mortar retailers struggle to compete against Amazon and other online platforms. Many will not survive, while those that remain have become larger and more powerful, forcing marketers to shift money from advertising budgets to sales promotion. Both retailers and marketers often expect their promotional dollars to generate immediate sales and will quickly change the allocation of their budgets if they fail to do so. The digital revolution is in full force, and new ways to communicate with consumers page viiiare constantly being developed. Marketers have little choice but to embrace these changes and view them as an opportunity rather than a threat.
This text introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The changes discussed here have led marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today’s business world, one must recognize how a firm can use all of the available promotional tools to communicate with its customers. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion and continues to do so by taking this IMC perspective. This new edition also places a heavy emphasis on digital and social media by integrating discussion of these topics throughout the text.
ORGANIZATION OF THIS TEXT
This book is divided into seven major parts. In Part One we examine the role of advertising and promotion in marketing and introduce the concept of integrated marketing communications. Chapter 1 provides an overview of advertising and promotion and its role in modern marketing. The concept of IMC and the factors that have led to its growth are discussed. Each of the promotional-mix elements is defined, and an IMC planning model shows the various steps in the promotional planning process. This model provides a framework for developing the integrated marketing communications program and is followed throughout the text. Chapter 2 examines the role of advertising and promotion in the overall marketing program, with attention to the various elements of the marketing mix and how they interact with advertising and promotional strategy. We have also included coverage of market segmentation, target marketing, and positioning in this chapter so that students can understand how these concepts fit into the overall marketing programs as well as their role in the development of an advertising and promotional program.
In Part Two we cover the promotional program situation analysis. Chapter 3 describes how firms organize for advertising and promotion and examines the role of ad agencies and other firms that provide marketing and promotional services. We discuss how ad agencies are selected, evaluated, and compensated as well as the changes occurring in the agency business. Attention is also given to other types of marketing communication organizations such as direct marketing, sales promotion, and digital interactive agencies as well as public relations firms. We also consider whether responsibility for integrating the various communication functions lies with the client or the agency. Chapter 4 covers consumer behavior and examines the stages of the consumer decision-making process and both the internal psychological factors and the external factors that influence consumer behavior. The focus of this chapter is on how advertisers can use an understanding of buyer behavior to develop effective advertising and other forms of promotion.
Part Three analyzes the communication process. Chapter 5 examines various communication theories and models of how consumers respond to advertising messages and other forms of marketing communications. This chapter also covers word-of-mouth communication and its role in the viral marketing process. Chapter 6 provides a detailed discussion of source, message, and channel factors.
In Part Four we consider how firms develop goals and objectives for their integrated marketing communications programs and determine how much money to spend and where to spend it in trying to achieve them. Chapter 7 stresses the importance of knowing what to expect from advertising and promotion, the differences between marketing and communication objectives, characteristics of good objectives, and problems in setting objectives. Various methods for determining and allocating the promotional budget are also discussed in this chapter. These first four sections of the text provide students with a solid background in the areas of marketing, consumer behavior, communications, planning, objective setting, and budgeting. This background lays the foundation for the next section, where we discuss the development of the integrated marketing communications program.
Part Five examines the various promotional-mix elements that form the basis of the integrated marketing communications program. Chapter 8 discusses advertising creativity and focuses on the creative process and the planning and development of the creative strategy. In Chapter 9 we turn our attention to ways to execute the creative strategy and discuss various options for execution of the message as well as creative tactics for print, television, and digital advertising. We also discuss criteria for evaluating creative work. Chapters 10 through 13 cover media strategy and planning and the various advertising media. Chapter 10 introduces the key principles of media planning and strategy and examines how a media plan is developed. Chapter 11 discusses the advantages and disadvantages of the television and radio as media vehicles as well as issues regarding the purchase of radio and TV time and audience measurement. Chapter 12 considers the same issues for the print media (magazines and newspapers). Chapter 13 examines the role of traditional support media such as outdoor and transit advertising, advertising in movie theaters, as well as the tremendous increase in the use of nontraditional branded entertainment strategies such as product placements, product integration, and in-game advertising.
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In Chapters 14 through 17 we continue the IMC emphasis by examining other promotional tools that are used in the integrated marketing communications process. Chapter 14 explores the role of direct marketing and examines the ways companies communicate directly with target customers through various media, including direct mail, infomercials, direct-response TV commercials, and digital media. Chapter 15 provides a detailed discussion of marketers’ use of the Internet and digital and social media. We examine the increasing use of display ads, blogs, mobile, paid search, and social media. We also give more attention to how the Internet is used to implement various IMC activities as well as mobile marketing. Chapter 16 examines the area of sales promotion, including both consumer-oriented promotions and programs targeted to the trade (retailers, wholesalers, and other intermediaries). Chapter 17 covers the role of publicity and public relations in IMC as well as corporate advertising sponsorships and cause-related marketing.
Part Six of the text consists of Chapter 18, where we discuss ways to measure the effectiveness of various elements of the integrated marketing communications program, including methods for pretesting and post-testing advertising messages and campaigns, in both traditional and new media. In Part Seven we turn our attention to special markets, topics, and perspectives that are becoming increasingly important in contemporary marketing. In Chapter 19 we examine the global marketplace and the role of advertising and other promotional-mix variables such as sales promotion, public relations, and the Internet in international marketing.
The text concludes with a discussion of the regulatory, social, and economic environments in which advertising and promotion operate. Chapter 20 examines industry self-regulation and regulation of advertising by governmental agencies such as the Federal Trade Commission, as well as rules and regulations governing sales promotion, direct marketing, and marketing on the Internet. Because advertising’s role in society is constantly changing, our discussion would not be complete without a look at the criticisms frequently levied, so in Chapter 21 we consider the social, ethical, and economic aspects of advertising and promotion. Personal selling and its role in the IMC process is discussed in Chapter 22, which is available online only via the eBook.
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Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 659 1 BEL a | PSB lt.1 - B. Wajib | 1 |
| Penerbit | New York Mc Graw Hill., 2021 |
|---|---|
| Edisi | 12 |
| Subjek | Advertising Sales promotion |
| ISBN/ISSN | 9781260570991 |
| Klasifikasi | 659 1 |
| Deskripsi Fisik | xxii, 767 p. : ill. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |
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