Solutions for Advertising and Promotion Integrated
Marketing Communications Perspective 12th Edition by
Belch
CLICK HERE TO ACCESS COMPLETE Solutions
Solutions
, CLICK HERE TO ACCESS THE COMPLETE Solutions
Chapter 01—An Introduction to Integrated Marketing Communications
CHAPTER 1
AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS
Chapter Overview
The purpose of this opening chapter is to provide the student with an overview of the field of advertising
and promotion and its role in the marketing process. We introduce the concept of integrated marketing
communications (IMC), its evolution, and examine how various marketing and promotional elements must
be coordinated to communicate effectively. We also discuss the reasons for the increasing importance of
the IMC perspective in planning and executing advertising and promotional programs. Marketers
understand the value of strategically integrating the various communication functions rather than having
them operate autonomously. The move to integrated marketing communications also reflects an adaptation
by marketers to a changing environment, particularly with respect to consumers, technology, and media.
The various elements of the promotional mix are introduced in this chapter along with a brief discussion of
these basic tools of IMC. We discuss how many companies are taking an audience contact or touch point
perspective in developing their IMC programs and consider four basic categories of touch points. This
chapter also examines the various tasks and responsibilities involved in advertising and promotion
management and a model of the integrated marketing communications planning process is presented.
Lastly, we give an overview of the perspective and organization of the rest of the text.
Learning Objectives
1. Describe the role of advertising and other promotional elements in marketing.
2. Discuss the evolution of the integrated marketing communications (IMC) concept.
3. Explain the increasing value of the IMC perspective in advertising and promotional programs.
4. Identify the elements of the promotional mix.
5. Identify the contact points between marketers and their target audiences.
6. Describe the steps in the IMC planning process.
1-1
Copyright © 2021 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of McGraw-Hill Education.
, CLICK HERE TO ACCESS THE COMPLETE Solutions
Chapter 01—An Introduction to Integrated Marketing Communications
Chapter and Lecture Outline
I. INTRODUCTION TO ADVERTISING AND PROMOTION
The chapter begins with a brief discussion of the changing roles of advertising and promotional strategy in
modern marketing. Specifically, it offers a case study from Nike about their willingness to take a risk and
utilize Colin Kaepernick in their anniversary campaign. The case shows that Nike was willing to change
their marketing strategy in order to adapt to the new ways in which companies and brands communicate
with consumers. Instructors should discuss how increases in audience fragmentation and a shift to digital
media have spearheaded this change in brand/consumer communication. Consumers no longer just
passively receive messages, but serve as content creators as well. Brands must be willing to adapt their
strategies, moving away from solely an advertising focus to a holistic approach that attempts to engage
consumers in a conversation: an IMC approach. Instructors should also stress the difference between IMC,
advertising, and public relations.
II. THE GROWTH OF ADVERTISING AND PROMOTION
Advertising and promotion are integral parts of our social and economic systems. Advertising has evolved
into a vital communication system for both consumers and businesses. In market-based economies,
consumers rely on advertising and other forms of promotion to provide them with information they can use
in making purchase decisions. Corporations rely on advertising and promotion to help them market their
products and services.
Evidence of the increasing importance of advertising and promotion in the marketing process comes from
the growth in expenditures in these areas over the past decade. In 1980, advertising expenditures in the U.S.
were $53 billion and $49 billion was spent on sale promotion. In 2019, $240 billion was spent on
advertising. Of that, $110 billion was spent on traditional advertising media such as TV, radio, magazines,
newspaper, and OOH. Digital/online advertising accounted for the other $130 billion. Billions more are
spent by both domestic and foreign companies in other promotional areas such as direct marketing, event
sponsorship, interactive marketing, sponsorships, consumer and trade promotions, and public relations
efforts. The tremendous growth in expenditures for advertising and promotion reflect the growth of the U.S.
and global economies. Expansion-minded marketers are taking advantage of growth opportunities in
various regions of the world and taking advantage of integrated marketing opportunities through methods
such as event sponsorship and the use of the Internet. Particularly noteworthy is the increase in the amount
of marketing communications dollars being spent online. For the first time ever, in 2019, digital ad dollars
in the U.S. surpassed those dollars spent on traditional advertising media. Specifically, 54 percent of
advertising dollars in the U.S. went to digital advertising efforts while 46 percent went to traditional
advertising media. By 2023, it is expected that digital advertising will account for more than two-thirds of
all advertising spending. These upward trends in ad spending, and particularly digital ad spending, are seen
globally, although U.S. advertising spending accounts for nearly a third of the world’s advertising
expenditures.
Professor Notes:
1-2
Copyright © 2021 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Marketing Communications Perspective 12th Edition by
Belch
CLICK HERE TO ACCESS COMPLETE Solutions
Solutions
, CLICK HERE TO ACCESS THE COMPLETE Solutions
Chapter 01—An Introduction to Integrated Marketing Communications
CHAPTER 1
AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS
Chapter Overview
The purpose of this opening chapter is to provide the student with an overview of the field of advertising
and promotion and its role in the marketing process. We introduce the concept of integrated marketing
communications (IMC), its evolution, and examine how various marketing and promotional elements must
be coordinated to communicate effectively. We also discuss the reasons for the increasing importance of
the IMC perspective in planning and executing advertising and promotional programs. Marketers
understand the value of strategically integrating the various communication functions rather than having
them operate autonomously. The move to integrated marketing communications also reflects an adaptation
by marketers to a changing environment, particularly with respect to consumers, technology, and media.
The various elements of the promotional mix are introduced in this chapter along with a brief discussion of
these basic tools of IMC. We discuss how many companies are taking an audience contact or touch point
perspective in developing their IMC programs and consider four basic categories of touch points. This
chapter also examines the various tasks and responsibilities involved in advertising and promotion
management and a model of the integrated marketing communications planning process is presented.
Lastly, we give an overview of the perspective and organization of the rest of the text.
Learning Objectives
1. Describe the role of advertising and other promotional elements in marketing.
2. Discuss the evolution of the integrated marketing communications (IMC) concept.
3. Explain the increasing value of the IMC perspective in advertising and promotional programs.
4. Identify the elements of the promotional mix.
5. Identify the contact points between marketers and their target audiences.
6. Describe the steps in the IMC planning process.
1-1
Copyright © 2021 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of McGraw-Hill Education.
, CLICK HERE TO ACCESS THE COMPLETE Solutions
Chapter 01—An Introduction to Integrated Marketing Communications
Chapter and Lecture Outline
I. INTRODUCTION TO ADVERTISING AND PROMOTION
The chapter begins with a brief discussion of the changing roles of advertising and promotional strategy in
modern marketing. Specifically, it offers a case study from Nike about their willingness to take a risk and
utilize Colin Kaepernick in their anniversary campaign. The case shows that Nike was willing to change
their marketing strategy in order to adapt to the new ways in which companies and brands communicate
with consumers. Instructors should discuss how increases in audience fragmentation and a shift to digital
media have spearheaded this change in brand/consumer communication. Consumers no longer just
passively receive messages, but serve as content creators as well. Brands must be willing to adapt their
strategies, moving away from solely an advertising focus to a holistic approach that attempts to engage
consumers in a conversation: an IMC approach. Instructors should also stress the difference between IMC,
advertising, and public relations.
II. THE GROWTH OF ADVERTISING AND PROMOTION
Advertising and promotion are integral parts of our social and economic systems. Advertising has evolved
into a vital communication system for both consumers and businesses. In market-based economies,
consumers rely on advertising and other forms of promotion to provide them with information they can use
in making purchase decisions. Corporations rely on advertising and promotion to help them market their
products and services.
Evidence of the increasing importance of advertising and promotion in the marketing process comes from
the growth in expenditures in these areas over the past decade. In 1980, advertising expenditures in the U.S.
were $53 billion and $49 billion was spent on sale promotion. In 2019, $240 billion was spent on
advertising. Of that, $110 billion was spent on traditional advertising media such as TV, radio, magazines,
newspaper, and OOH. Digital/online advertising accounted for the other $130 billion. Billions more are
spent by both domestic and foreign companies in other promotional areas such as direct marketing, event
sponsorship, interactive marketing, sponsorships, consumer and trade promotions, and public relations
efforts. The tremendous growth in expenditures for advertising and promotion reflect the growth of the U.S.
and global economies. Expansion-minded marketers are taking advantage of growth opportunities in
various regions of the world and taking advantage of integrated marketing opportunities through methods
such as event sponsorship and the use of the Internet. Particularly noteworthy is the increase in the amount
of marketing communications dollars being spent online. For the first time ever, in 2019, digital ad dollars
in the U.S. surpassed those dollars spent on traditional advertising media. Specifically, 54 percent of
advertising dollars in the U.S. went to digital advertising efforts while 46 percent went to traditional
advertising media. By 2023, it is expected that digital advertising will account for more than two-thirds of
all advertising spending. These upward trends in ad spending, and particularly digital ad spending, are seen
globally, although U.S. advertising spending accounts for nearly a third of the world’s advertising
expenditures.
Professor Notes:
1-2
Copyright © 2021 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of McGraw-Hill Education.
