Advertising,promotion, & other aspects of integrated marketing communications, 8th ed.

• Main Author: Terence A. Shimp.
• Format: Book
• Language: English
• Published: Cengage Learning 2020
• Subjects: Advertising, marketing communication.
• Online Access: http://dspace.uniten.edu.my/jspui/handle/123456789/15761

The field of marketing communications is ever changing. Brand managers continually attempt to gain advantage over competitors and endeavor to achieve larger market shares and profits for the brands they manage. Marketing communications, or marcom for short, is just one element of the marketing mix, but advertising, sales promotions, marketing-oriented public relations, and other marcom tools are performing increasingly important roles in firms’ quest to achieve financial and nonfinancial goals. Marcom practitioners are confronted with the rising costs and challenges of placing ads in traditional advertising media (television, magazines, etc.). It is for these reasons that advertising and promotion budgets are beginning to shift away from traditional media and toward the Internet as a means of both accessing difficult-to-reach groups (e.g., college-age consumers) and providing an economically viable option for conveying advertising messages and promotional offers. Marketing communicators realize now more than ever that they must be held financially accountable for their advertising, promotion, and other marcom investments. As companies seek ways of communicating more effectively and efficiently with their targeted audiences, marketing communicators are continually challenged. They must use communication methods that will break through the clutter, reach audiences with interesting and persuasive messages that enhance brand equity and drive sales, and assure firms that marcom investments yield an adequate return on investment. In meeting these challenges, companies increasingly embrace a strategy of integrated marketing communications whereby all marcom elements must be held accountable for delivering consistent messages and influencing action.