SOLUTIONS MANUAL
** All Chapters included
** Chapter and Lecture Outline
** Answers to Discussion Questions
** Additional Discussion Questions
,Table of Contents are given below
1 An Introduction to Integrated Marketing Communications
2 The Role of IMC in the Marketing Process
3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other
Marketing Communication Organizations
4 Perspectives on Consumer Behavior
5 The Communication Process
6 Source, Message, and Channel Factors
7 Establishing Objectives and Budgeting for the Promotional Program
8 Creative Strategy: Planning and Development
9 Creative Strategy: Implementation and Evaluation
10 Media Planning and Strategy
11 Evaluation of Media: Television and Radio
12 Evaluation of Media: Magazines and Newspapers
13 Support Media
14 Direct Marketing
15 The Internet: Digital and Social Media
16 Sales Promotion
17 Public Relations, Publicity, and Corporate Advertising
18 Measuring the Effectiveness of the Promotional Program
19 International Advertising and Promotion
20 Regulation of Advertising and Promotion
21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and
Promotion
22 Personal Selling
,Chapter 1—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 students with an overview of the field of advertising and
promotion and its role in the marketing process. It introduces the concept of integrated marketing
communications (IMC), its evolution, and examines how various marketing and promotional elements must
be coordinated to communicate effectively. We also discuss the reasons for the growing importance of the
IMC perspective in planning and executing advertising and promotional programs. Marketers understand
the value of strategically integrating 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 examine 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
1-1. Describe the role of advertising and other promotional elements in marketing.
1-2. Discuss the evolution of the integrated marketing communications (IMC) concept.
1-3. Explain the increasing value of the IMC perspective in advertising and promotional programs.
1-4. Identify the elements of the promotional mix.
1-5. Identify the contact points between marketers and their target audiences.
1-6. Describe the steps in the IMC planning process.
1-1
, Chapter 1—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 about marketing approaches in the footwear and
apparel market. The case discusses a market dominated by brands including Nike, Adidas, Puma, Brooks,
and Saucony. A new Switzerland-based market entrant, On, positioned itself as a premium footwear and
lifestyle brand. Its tactics attract new users to the premium sneaker and lifestyle brand and convert
consumers from other brands. Instructors should discuss how the roles of advertising and other forms of
marketing communication are changing. Increases in audience fragmentation and a shift to digital media
have spearheaded this change in brand/consumer communication. Consumers are no longer passive
message recipients who wait to receive unfiltered advertising messages. They want more control of the
content they receive and actively seek out more information. 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, U.S. spending in advertising was
$53 billion, more than 90 percent ($49 billion) was spent on sales promotion. In 2022, $330 billion was
spent on advertising. Of that, $129 billion was spent on traditional advertising media such as TV, radio,
magazines, newspapers, and out of home (OOH). Digital/online advertising accounted for the other $201
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 substantial growth in expenditures for advertising and promotion reflects
the expansion of the U.S. and global economies. Expansion-minded marketers are taking advantage of
growth opportunities in various regions of the world and leveraging integrated marketing opportunities
through methods such as event sponsorship and the Internet.
Particularly noteworthy is the increase in the marketing communications dollars 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 United States went to digital advertising efforts
while 46 percent went to traditional advertising media. By 2022, digital advertising accounted for nearly
two-thirds of all advertising spending. The increase in digital advertising resulted largely from spending in
print versions of magazines and newspapers as well direct mail—with the largest digital ad category being
paid search on search engines. These upward trends in ad spending, and particularly digital ad spending,
are seen globally, although U.S. advertising spending accounts for 40 percent of the world’s advertising
expenditures.
1-2
** All Chapters included
** Chapter and Lecture Outline
** Answers to Discussion Questions
** Additional Discussion Questions
,Table of Contents are given below
1 An Introduction to Integrated Marketing Communications
2 The Role of IMC in the Marketing Process
3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other
Marketing Communication Organizations
4 Perspectives on Consumer Behavior
5 The Communication Process
6 Source, Message, and Channel Factors
7 Establishing Objectives and Budgeting for the Promotional Program
8 Creative Strategy: Planning and Development
9 Creative Strategy: Implementation and Evaluation
10 Media Planning and Strategy
11 Evaluation of Media: Television and Radio
12 Evaluation of Media: Magazines and Newspapers
13 Support Media
14 Direct Marketing
15 The Internet: Digital and Social Media
16 Sales Promotion
17 Public Relations, Publicity, and Corporate Advertising
18 Measuring the Effectiveness of the Promotional Program
19 International Advertising and Promotion
20 Regulation of Advertising and Promotion
21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and
Promotion
22 Personal Selling
,Chapter 1—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 students with an overview of the field of advertising and
promotion and its role in the marketing process. It introduces the concept of integrated marketing
communications (IMC), its evolution, and examines how various marketing and promotional elements must
be coordinated to communicate effectively. We also discuss the reasons for the growing importance of the
IMC perspective in planning and executing advertising and promotional programs. Marketers understand
the value of strategically integrating 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 examine 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
1-1. Describe the role of advertising and other promotional elements in marketing.
1-2. Discuss the evolution of the integrated marketing communications (IMC) concept.
1-3. Explain the increasing value of the IMC perspective in advertising and promotional programs.
1-4. Identify the elements of the promotional mix.
1-5. Identify the contact points between marketers and their target audiences.
1-6. Describe the steps in the IMC planning process.
1-1
, Chapter 1—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 about marketing approaches in the footwear and
apparel market. The case discusses a market dominated by brands including Nike, Adidas, Puma, Brooks,
and Saucony. A new Switzerland-based market entrant, On, positioned itself as a premium footwear and
lifestyle brand. Its tactics attract new users to the premium sneaker and lifestyle brand and convert
consumers from other brands. Instructors should discuss how the roles of advertising and other forms of
marketing communication are changing. Increases in audience fragmentation and a shift to digital media
have spearheaded this change in brand/consumer communication. Consumers are no longer passive
message recipients who wait to receive unfiltered advertising messages. They want more control of the
content they receive and actively seek out more information. 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, U.S. spending in advertising was
$53 billion, more than 90 percent ($49 billion) was spent on sales promotion. In 2022, $330 billion was
spent on advertising. Of that, $129 billion was spent on traditional advertising media such as TV, radio,
magazines, newspapers, and out of home (OOH). Digital/online advertising accounted for the other $201
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 substantial growth in expenditures for advertising and promotion reflects
the expansion of the U.S. and global economies. Expansion-minded marketers are taking advantage of
growth opportunities in various regions of the world and leveraging integrated marketing opportunities
through methods such as event sponsorship and the Internet.
Particularly noteworthy is the increase in the marketing communications dollars 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 United States went to digital advertising efforts
while 46 percent went to traditional advertising media. By 2022, digital advertising accounted for nearly
two-thirds of all advertising spending. The increase in digital advertising resulted largely from spending in
print versions of magazines and newspapers as well direct mail—with the largest digital ad category being
paid search on search engines. These upward trends in ad spending, and particularly digital ad spending,
are seen globally, although U.S. advertising spending accounts for 40 percent of the world’s advertising
expenditures.
1-2
