Solution Manual for Advertising and Promotion An Integrated Marketing Communications Perspective 12th Edition by George Belch (Author), Michael Belch (Author)

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SOLUTION MANUAL FOR ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE 12TH EDITION BY GEORGE BELCH, MICHAEL BELCH Chapter 1-22 CHAPTER 1 AN INTRODUCTION TO INTEGRATE... D MARKETING COMMUNICATIONS 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. 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 [Show More]

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