[...]... efforts, such as media advertising, direct marketing, sales promotion, and public relations, to achieve more effective marketing communications 8 Part One Introduction to Integrated Marketing Communications Exhibit 1-3 Dell Computer recognizes the importance of developing relationships with customers Belch: Advertising and Promotion, Sixth Edition I Introduction to Integrated Marketing Communications 1 An... Introduction to Integrated Marketing Communications Belch: Advertising and Promotion, Sixth Edition I Introduction to Integrated Marketing Communications 1 An Introduction to Integrated Marketing Communications © The McGraw−Hill Companies, 2003 The marketing communications program of an organization is generally developed with a specific purpose in mind and is the end product of a detailed marketing and promotional... Edition I Introduction to Integrated Marketing Communications © The McGraw−Hill Companies, 2003 1 An Introduction to Integrated Marketing Communications Figure 1-4 An integrated marketing communications planning model Review of marketing plan Analysis of promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Advertising... Jeff Green, “Buzz Marketing, ” BusinessWeek, July 30, 2001, pp 50–56; “Firms Reap Fruits of Product Seeding,” The Montreal Gazette, Sept 11, 2001, p D6 13 Belch: Advertising and Promotion, Sixth Edition I Introduction to Integrated Marketing Communications 1 An Introduction to Integrated Marketing Communications © The McGraw−Hill Companies, 2003 direct -marketing methods such as telemarketing, direct... communication-based marketing model that emphasizes the importance of managing all corporate or brand communications, as they collectively create, maintain, or weaken the customer and stakeholder relationships that drive brand value.14 Messages can originate at three levels—corporate, marketing, and marketing communications since all of a company’s corporate activities, marketing- mix activities, and marketing communications. .. Integrated Marketing Communications The move toward integrated marketing communications is one of the most significant marketing developments that occurred during the 1990s, and the shift toward this approach is continuing as we begin the new century The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing. .. Introduction to Integrated Marketing Communications Direct marketing Interactive/ Internet marketing Sales promotion PR/publicity Personal selling Advertising objectives Directmarketing objectives Interactive/ Internet marketing objectives Sales promotion objectives PR/publicity objectives Personalselling objectives Advertising strategy Directmarketing strategy Interactive/ Internet marketing strategy Sales... Schultz and others note that the process of integrated marketing communications calls for a “big-picture” approach to planning marketing and promotion programs and coordinating the various communication functions It requires that firms develop a total marketing communications strategy that recognizes how all of a firm’s marketing activities, not just promotion, communicate with its customers Consumers’... integrated communications needs Most agencies recognize that their future success depends on their ability to understand all areas of promotion and help their clients develop and implement integrated marketing communications programs The Role of IMC in Branding 14 Part One Introduction to Integrated Marketing Communications One of the major reasons for the growing importance of integrated marketing communications. .. Chapter One An Introduction to Integrated Marketing Communications ADVERTISING TO BUSINESS AND PROFESSIONAL MARKETS 19 Belch: Advertising and Promotion, Sixth Edition I Introduction to Integrated Marketing Communications Exhibit 1-10 The Bose Corporation uses directresponse advertising to promote its audio products 20 1 An Introduction to Integrated Marketing Communications © The McGraw−Hill Companies, . integrated marketing communications approach seeks to have all 9 Chapter One An Introduction to Integrated Marketing Communications Integrated Marketing Communications Belch:. steps in developing a marketing communications program. An Introduction to Integrated Marketing Communications 1 Belch: Advertising and Promotion, Sixth Edition I.