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[Ebook PDF] Advertising and Promotion: An Integrated Marketing Communications Perspective, 12th Edition
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples -Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout -Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution. – New in Connect! Advertising Mini Sims, New Case Analysis and Live Action Videos, and the New Advertising Video Library
THE CHANGING WORLD OF
ADVERTISING AND PROMOTION
Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them.
Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating field to either practice or study. However, they will also tell you that the field is undergoing dramatic transformations that are changing the ways marketers communicate with consumers forever. We are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid growth of communications through digital and social media, with much of this taking place on mobile devices such as smartphones and tablets.
The rapid growth of smartphones has given rise to an entirely new type of marketing, known as mobile marketing, which involves promotional activities designed for delivery to these devices. The average consumer spends nearly five hours online each day, and marketers are allocating more of their promotional budgets to digital media. Advertising spending on digital media has surpassed traditional media, including television, print, radio, and outdoor in the United States as well as globally. However, while a myriad of companies have been involved in the digital revolution, digital marketing and advertising is being dominated by three major technology companies: Google, Facebook, and Amazon.
While digital technology has dramatically changed the world of advertising, changes are occurring in a number of other areas. Consumers are less responsive to advertising, and many are looking for ways to avoid advertising messages from both traditional as well as digital media. Social media platforms such as Facebook, Instagram, Twitter, and Snapchat have become just as powerful, if not more so, as traditional media, as have the influencers who promote products and brands on them. Marketers are demanding better results from the monies they spend on advertising and promotion and are using a variety of analytics to track performance and measure outcomes, particularly for digital ads. Changes are also occurring among the companies that create and disseminate advertising and other forms of marketing communication as traditional full-service advertising agencies must now compete with digital agencies as well as global accounting and consulting firms that have opened digital divisions and offer a vast array of strategic and data analytic solutions to marketers. The traditional full-service agency model is also being challenged as more marketers bring their advertising in-house and use agency services on a limited basis. Many advertising agencies have acquired, started, or become affiliated with direct-marketing, digital, sales promotion, public relations agencies, and analytics companies to better serve clients who have become “media-neutral” and are looking for whatever form of marketing communication works best to reach their target audiences.
In addition to redefining the role and nature of their advertising agencies, marketers are changing the way they communicate with their target audiences. They recognize they are operating in an environment where consumers get much of their news, information, and entertainment online and are cutting the cord from cable in favor of streaming shows on Netflix, Amazon Prime, Apple TV+, Hulu, and Disney+. New-age advertisers are redefining the notion of what an ad is and where it runs.
Companies are using branded entertainment as a way of reaching consumers by creating short films that can be viewed online, arranging product placements, and integrating their brands into movies and television shows to promote their products and services. Marketers are also spending more of their monies in other ways such as event and experiential marketing, sponsorships, causerelated promotions and viral campaigns.
A number of other factors are affecting the way marketers communicate with consumers in this new environment. Advertising and promotional efforts have become more targeted and are often delivered to target audiences through media that have been purchased programmatically using software that automates the buying, placement, and optimization of media through a bidding system rather than through traditional media analysis and purchasing. The growth of e-commerce is changing the retail industry as traditional brick-and-mortar retailers struggle to compete against Amazon and other online platforms. Many will not survive, while those that remain have become larger and more powerful, forcing marketers to shift money from advertising budgets to sales promotion. Both retailers and marketers often
expect their promotional dollars to generate immediate sales and will quickly change the allocation of their budgets if they fail to do so. The digital revolution is in full force, and new ways to communicate with consumers are constantly being developed. Marketers have little choice but to embrace these changes and view them as an opportunity rather than a threat.
This text introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The changes discussed here have led marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today’s business world, one must recognize how a firm can use all of the available promotional tools to communicate with its customers. The twelfth edition of this text addresses
the many changes taking place in the world of advertising and promotion and continues to do so by taking this IMC perspective. This new edition also places a heavy emphasis on digital and social media by integrating discussion of these topics throughout the text.