George Belch - ISE Advertising and Promotion: An Integrated Marketing Communications Perspective

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AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

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AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE 12e

George E. Belch & Michael A. Belch

Both of San Diego State University

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ADVERTISING AND PROMOTION

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ISBN 978-1-260-57099-1

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To my brothers. (MAB)

Ditto and to the lovable little clowns, Preston and Aiden. (GEB)

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Dr. George E. Belch

Joshua C Mitchell/www.yourfaceisrad.com

George E. Belch is professor of marketing and senior associate dean of the Fowler College of Business at San Diego State University, where he teaches integrated marketing communications and strategic marketing. He received his PhD in marketing from the University of California, Los Angeles. Before entering academia, Dr. Belch was a marketing representative for the DuPont Company. He also worked as a research analyst for the DDB Worldwide advertising agency.

Dr. Belchs research interests are in the area of consumer processing of advertising information as well as managerial aspects of integrated marketing communications. He has authored or coauthored more than 40 articles in leading academic journals and proceedings, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Advertising, Journal of Promotion Management, Journal of Advertising, and Journal of Business Research. He also serves on the editorial review boards of the Journal of Advertising Research and the Journal of Marketing Education. In 2000, he was selected as Marketing Educator of the Year by the Marketing Educators Association for his career achievements in teaching and research. He also received the Distinguished Faculty Member Award for the College of Business Administration at San Diego State University in 1994 and 2003.

Dr. Belch has taught in executive education and development programs for various universities around the world. He has also conducted seminars on integrated marketing communications as well as marketing planning and strategy for a number of multinational companies, including Sprint, Microsoft, Qualcomm, Arbitron, Square D Corporation, Armstrong World Industries, and Texas Industries.

Dr. Michael A. Belch

Gema Deleon/San Diego State University

Michael (Mickey) A. Belch is professor emeritus of marketing at San Diego State University and is also director of the Centre for Integrated Marketing Communications at San Diego State. He received his undergraduate degree from Penn State University, his MBA from Drexel University, and his PhD from the University of Pittsburgh.

Before entering academia he was employed by the General Foods Corporation as a marketing representative and has served as a consultant to numerous companies, including McDonalds, Whirlpool Corporation, Senco Products, GTI Corporation, IVAC, May Companies, Phillips-Ramsey Advertising and Public Relations, and Daily & Associates Advertising. He has conducted seminars on integrated marketing and marketing management for a number of multinational companies and has also taught in executive education programs in France, Amsterdam, Spain, Chile, Peru, Argentina, Colombia, China, Slovenia, and Greece. He is the author or coauthor of more than 50 articles in academic journals and proceedings in the areas of advertising, consumer behavior, and international marketing including the Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Journal of Promotion Management, and International Journal of Advertising. Dr. Belch is also a member of the editorial review board of the Journal of Advertising and the International Journal of Advertising. He received outstanding teaching awards from undergraduate and graduate students numerous times. He also received the Distinguished Faculty Member Award for the College of Business Administration at San Diego State University in 2007. He was recently awarded the Giep Franzen Fellowship from the University of Amsterdam.

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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.