Advertising, promotion, and other aspects of integrated marketing communications, 9th edition.

Abstract

The field of marketing communications is rapidly 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, public relations, direct marketing, personal selling, and social media/online marketing tools are performing increasingly important roles in firms’ attempts 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.) and the ever-changing opportunities found in social media and online/mobile advertising. It is for these reasons that advertising and promotion budgets are shifting away from traditional media 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 and “speak with one voice” in delivering consistent messages and influencing action.