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Belch: Advertising and
Promotion, Sixth Edition
I. Introduction to Integrated
Marketing
Communications
Summary
Promotion plays an important role
in an organization’s efforts to market
its product, service, or ideas to
its customers. Figure 2-1 shows a
model for analyzing how
promotions fit into a company’s
marketing program. The model
includes a marketing strategy and
analysis, target marketing,
program development, and the target
market. The marketing process
begins with a marketing strategy
that is based on a detailed
situation analysis and guides for
target market selection and development
of the firm’s marketing
program.
Key Terms
strategic marketing plan,
40
market segments, 40
market opportunities, 40
competitive advantage,
41
target marketing, 43
market segmentation, 44
geographic
segmentation, 46
2. The Role of IMC in the
Marketing Process
In the planning process, the situation
analysis requires that the
marketing strategy be assumed.
The promotional program is developed
with this strategy as a guide.
One of the key decisions to be
made pertains to the target
marketing process, which includes
identifying, segmenting,
targeting, and positioning to target
markets. There are several
bases for segmenting the market
and various ways to position a
product.
Once the target marketing
process has been completed, marketing
program decisions regard-
demographic
segmentation, 46
psychographic
segmentation, 48
behavioristic
segmentation, 49
80-20 rule, 49
benefit segmentation, 49
undifferentiated
marketing, 50
Discussion Questions
1. Recently, some marketers have
noted that it is easier to develop
communications programs to Generation
X members than Generation
Y. Briefly describe the characteristics
of Gen X and Gen Y, and
whether or not you believe this to
be true.
2. The text discusses Samsung’s
attempt to reposition to be
competitive with companies like
Sony. Discuss what factors might
promote and/or inhibit their
success in this endeavor.
3. As companies increase their
efforts to target the Hispanic segment,
they are likely to encounter
differences from other subcultural
groups. Discuss some of the differences
that they might expect to
notice in the Hispanic subculture.
differentiated
marketing, 50
concentrated marketing,
51
positioning, 51
salient attributes, 52
repositioning, 55
product symbolism, 58
brand equity, 59
4. Changing lifestyles can create
both opportunities and threats for
the marketer. Provide an example
of a change in lifestyle that poses
a threat to marketers, and one that
provides an opportunity. Give an
example of a product or brand that
has been affected in both of these
ways.
5. The text discusses the positioning
of JetBlue and their success so
far. Describe some of the things
that JetBlue has done effectively
to lead to their success. What will
JetBlue need to do in the future to
maintain this success?
6. Some marketers contend that
demographics is not really a basis
for segmentation but is a descriptor
of the segment. Discuss examples
to support both positions.
© The McGraw−Hill
Companies, 2003
ing product, price, distribution,
and promotions must be made. All
of these must be coordinated to
provide an integrated marketing
communications perspective, in
which the positioning strategy is
supported by one voice. Thus all
product strategies, pricing strategies,
and distribution choices
must be made with the objective of
contributing to the overall image
of the product or brand. Advertising
and promotion decisions, in
turn, must be integrated with the
other marketing-mix decisions to
accomplish this goal.
marketing channels, 62
resellers, 62
direct channels, 62
indirect channels, 62
promotional push
strategy, 64
trade advertising, 64
promotional pull
strategy, 64
7. Establishing brand image is
often difficult for new companies.
Explain what these companies
must do to establish a strong
brand image.
8. More and more business-tobusiness
companies have gone
away from purely trade advertising
to advertising on consumer media.
Is this likely to be a successful
strategy? Why or why not?
9. A number of approaches to segmentation
have been cited in the
text. Provide examples of
companies and/or brands that
employ each.
10. Describe how the positioning
strategy adopted for a brand would
need to be supported by all other
elements of the marketing mix.
65