Mcgraw.Hill.Advertising.And.Promotion.Integrated.Marketing.Communication.pdf

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1、Belch:AdvertisingandFrontMatterPreface©TheMcGraw−HillPromotion,SixthEditionCompanies,2003PrefaceTheChangingWorldfinallybeguntoacknowledgethatthisisn’tarecessionwe’rein,andthatwe’renotgoingbacktothegoodoldofAdvertisingandPromotiondays.”NearlyeveryoneinthemodernworldisinfluencedtoInadditi

2、ontoredefiningtheroleandnatureoftheirsomedegreebyadvertisingandotherformsofpromo-advertisingagencies,marketersarechangingthewaytion.Organizationsinboththeprivateandpublicsectorstheycommunicatewithconsumers.Theyknowtheyarehavelearnedthattheabilitytocommunicateeffectivelyoperatinginanenvi

3、ronmentwhereadvertisingmessagesandefficientlywiththeirtargetaudiencesiscriticaltoareeverywhere,consumerschannel-surfpastmostcom-theirsuccess.Advertisingandothertypesofpromotionalmercials,andbrandspromotedintraditionalwaysoftenmessagesareusedtosellproductsandservicesaswellfail.New-ageadv

4、ertisersareredefiningthenotionofastopromotecauses,marketpoliticalcandidates,andwhatanadisandwhereitruns.Stealthmessagesaredealwithsocietalproblemssuchasalcoholanddrugbeingwovenintothecultureandembeddedintomoviesabuse.ConsumersarefindingitincreasinglydifficulttoandTVshowsormadeintotheiro

5、wnformofentertain-avoidtheeffortsofmarketers,whoareconstantlyment.Manyexpertsarguethat“brandedcontent”isthesearchingfornewwaystocommunicatewiththem.waveofthefuture,andthereisagrowingmovementtoMostofthepeopleinvolvedinadvertisingandpromo-reinventadvertisingandotherformsofmarketingcom-tio

6、nwilltellyouthatthereisnomoredynamicandfasci-municationtobemoreakintoentertainment.Companiesnatingafieldtoeitherpracticeorstudy.However,theysuchasBMW,LeviStraus&Co.,Nike,andSkyySpiritswillalsotellyouthatthefieldisundergoingdramaticareamongthemarketersusing“advertainment”asawaychangestha

7、tarechangingadvertisingandpromotionfor-ofreachingconsumers:Theycreateshortfilmsorcom-ever.Thechangesarecomingfromallsides—clientsmercialsthatareshownontheirwebsites.demandingbetterresultsfromtheiradvertisingandpro-Marketersarealsochangingthewaystheyallocatemotionaldollars;leanb