By Terence A. Shimp, J. Craig Andrews
Advertisements, advertising, AND different points OF built-in advertising and marketing COMMUNICATIONS integrates all features of selling communique. whole with updates on new literature and practioner advancements, this article bargains a accomplished remedy at the basics of ads and merchandising.
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Additional resources for Advertising, Promotion, and Other Aspects of Integrated Marketing Communications
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 communicators often seek to first enhance a brand’s equity as a foundation to influencing behavior. It indeed can be argued that much if not most marcom efforts are designed to enhance brand equity.
Fundamental Marcom Decisions Targeting Targeting allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience. Hence, selection of target segments is a critical step toward effective and efficient marketing communications. Companies identify potential target markets in terms of demographics characteristics, lifestyles, product usage patterns, and geographic considerations. ). Rather, meaningful market segments generally represent consumers who share a combination of characteristics and demonstrate similar behavior.
This brand was historically advertised heavily on TV. 38 TV advertising is minimized with this approach, though only time will tell whether the point-ofdirt approach is an effective alternative. In the spirit of reducing dependence on TV advertising, McCann Worldgroup, a highly respected advertising agency, has developed the concept of a medianeutral approach when counseling its clients in selecting appropriate marcom tools. 39 This media-neutral approach is perfectly in accord with our earlier discussion about selecting the most appropriate communication tool given the task at hand.