Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 1, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53906 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 1, Problem Additional_Discussion_Questions 1 : 11.Compare the definition of integrated marketing communications developed...

11.Compare the definition of integrated marketing communications developed by Don Schultz with the original definition that was developed by the American Association of Advertising Agencies.  How do they differ?


Step-By-Step Solution


The new definition of IMC developed by Don Schultz of Northwestern University is as follows: “Integrated marketing communications is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.  The goal is to generate both short-term financial returns and build long-term brand and shareholder value.” This definition differs from the seminal definition of IMC developed by the 4As in several ways. It views IMC as an ongoing strategic business process rather than just tactical integration of various communication activities.  It also recognizes that there are a number of relevant audiences that are an important part of the marketing communications process. These include customers, prospects suppliers, investors, interest groups, and the general public as well as internal audiences such as employees.  The definition also reflects the increasing emphasis that is being placed on the demand for accountability and measurement of the outcomes of marketing communication programs.  The original definition developed by the 4As has been criticized for focusing primarily on coordinating the various communication tools with the goal of making them look and feel alike.  Both academicians as well as practitioners are recognizing that the broader perspective of IMC offered in the definition by Schultz is needed as it views the discipline from a more strategic perspective.


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