e-book Integrated Advertising, Promotion, and Marketing Communications, 8th Edition
Author: Kenneth E. Clow; Donald E. Baack
Advertising, Promotion, and Communication
Article Summary
The article examines the effect that online display advertisement has on promoting brand performance. In the contemporary market environment, advertisement has grown taking different ford. The growth of marketing communication has led to the emergence of different mediums of advertisement. Therefore, the article indicates that companies have moved from traditional radio, newspaper, and television advertisements to online advertising. Offline advertisement and online display advertisement models follow ethical considerations to fulfill the marketing needs. The changing forms of advertisement have the same impact of position brands in the market.
Display and paid advertisements are emerging trends in the advertisement. Bayer et al. indicate that these forms of advertising positively impact the firm’s performance (791). Companies emphasize ethical marketing to ensure that their adverts do not mislead the public. Consequently, various frameworks exist to help curb misleading advertisements. As a result, these range from full government regulation to minimal intervention. The regulations ensure that the advertiser has a reasonable basis for making a claim about product performance or facing the risk of investigation.
How Advertising Enhances Integrated Marketing Communication
Advertising connects to integrate marketing communication through promotion. Advertisement is an essential element of the promotional mix. Companies find advertisements as a tool that achieves multiple objectives in the market. Companies employ advertising tools to implement promotional activities that increase the products or service awareness. In the ever-changing business environment, direct mail promotions should be innovative to leave a lasting impression on the customers (Clow and Baack 142). Promotions embody an integrated marketing communication that creates brand awareness in the target market. A marketer can utilize promotion to position a brand away from competitors to gain a competitive advantage.
Companies advertise their products using different channels. The marketing department recognizes that verbal, print, and broadcast tools reinforce the marketing objectives for integrated marketing communication. Different types of advertisements utilize graphical images and others to ensure that the target market is aware of the changes in the products or the launch of new products. Companies assess their marketing needs to develop an advertising program to ensure they realize the marketing and promotional objectives. The target audience for adverts, advertising budget, and advertising objectives indicates how the firms employ integrated marketing communication to engage the customers.
Concept Learnt
The predominant concept from these articles is that advertisement uses market objectives to target the market with messages that help create brand awareness. In marketing communication, the essential element is the advertisement tool. It is the tool that a company chooses which determines the success of meeting the marketing objectives. When a company chooses billboards or social media, it must understand if it will contribute to the marketing objectives over a given promotional period.
Companies have an official website where information regarding the company’s details and products are available. Social media has grown in popularity over the past decade. Therefore, corporates have invested time and resources in this new advertising medium. The effectiveness of the integrated marketing and communication approach depends on harmonizing the marketing messages that companies post in the media to align with other promotional activities. Promotion consists of advertising, public relations, direct selling. Advertisement is, therefore, a marketing communication whose goal is to bring forth increased revenue outcomes for the company. The advertisement works to inform, educate, persuade and remind the target market about a product.
Work Cited
Bayer, Emanuel, et al. “The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value.” International Journal of Research in Marketing 37.4 (2020): 789-804.
Clow, Kenneth and Baack Donald. “Integrated Advertising, Promotion, and Marketing Communications, Global Edition” Pearson, 2017
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