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Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
النسخة 10الرقم المعياري الدولي: 978-0078028977Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
النسخة 10الرقم المعياري الدولي: 978-0078028977 تمرين 1
Discuss the role integrated marketing communications plays in the marketing program of companies and organizations. Discuss some of the reasons for the tremendous growth in advertising and other forms of marketing communication in the United States as well as in global markets.
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Integrated marketing communication is the co-ordination among various promotional and marketing activities of a firm to communicate with its customer. It plays an important role in the marketing program of a product.
Role of IMC:
• It helps in easy accessibility by the customers.
• It helps in formulation of effective and efficient marketing programmes.
• The development of integrated marketing model helps in obtaining synergy from promotional tools.
• It provides one of an important way to maximize return on investment.
• Integrated marketing communication helps the firm in adapting with the changes in behaviour of consumers, technology, and media consumption behaviour.
The reasons for growth of integrated marketing communication and advertising are as follows:
• It plays an important role in marketing programs of companies and helps them to communicate with customers and to sale their products.
• It helps to inform the customers about the products and enable them to take purchase decision.
• Advertising builds brand image and improves the morale of employees.
• Cost effective; as all the marketing programmes are taken care as a whole, it saves a lot of money than that of conducting them separately.
Role of IMC:
• It helps in easy accessibility by the customers.
• It helps in formulation of effective and efficient marketing programmes.
• The development of integrated marketing model helps in obtaining synergy from promotional tools.
• It provides one of an important way to maximize return on investment.
• Integrated marketing communication helps the firm in adapting with the changes in behaviour of consumers, technology, and media consumption behaviour.
The reasons for growth of integrated marketing communication and advertising are as follows:
• It plays an important role in marketing programs of companies and helps them to communicate with customers and to sale their products.
• It helps to inform the customers about the products and enable them to take purchase decision.
• Advertising builds brand image and improves the morale of employees.
• Cost effective; as all the marketing programmes are taken care as a whole, it saves a lot of money than that of conducting them separately.
Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
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