Belch: Advertising and Front Matter Preface © The McGraw−Hill

Promotion, Sixth Edition Companies, 2003

Preface
The Changing World finally begun to acknowledge that this isn’t a recession
we’re in, and that we’re not going back to the good old
of Advertising and Promotion days.”
Nearly everyone in the modern world is influenced to In addition to redefining the role and nature of their
some degree by advertising and other forms of promo- advertising agencies, marketers are changing the way
tion. Organizations in both the private and public sectors they communicate with consumers. They know they are
have learned that the ability to communicate effectively operating in an environment where advertising messages
and efficiently with their target audiences is critical to are everywhere, consumers channel-surf past most com-
their success. Advertising and other types of promotional mercials, and brands promoted in traditional ways often
messages are used to sell products and services as well fail. New-age advertisers are redefining the notion of
as to promote causes, market political candidates, and what an ad is and where it runs. Stealth messages are
deal with societal problems such as alcohol and drug being woven into the culture and embedded into movies
abuse. Consumers are finding it increasingly difficult to and TV shows or made into their own form of entertain-
avoid the efforts of marketers, who are constantly ment. Many experts argue that “branded content” is the
searching for new ways to communicate with them. wave of the future, and there is a growing movement to
Most of the people involved in advertising and promo- reinvent advertising and other forms of marketing com-
tion will tell you that there is no more dynamic and fasci- munication to be more akin to entertainment. Companies
nating a field to either practice or study. However, they such as BMW, Levi Straus & Co., Nike, and Skyy Spirits
will also tell you that the field is undergoing dramatic are among the marketers using “advertainment” as a way
changes that are changing advertising and promotion for- of reaching consumers: They create short films or com-
ever. The changes are coming from all sides—clients mercials that are shown on their websites.
demanding better results from their advertising and pro- Marketers are also changing the ways they allocate
motional dollars; lean but highly creative smaller ad their promotional dollars. Spending on sales promotion
agencies; sales promotion and direct-marketing firms, as activities targeted at both consumers and the trade has
well as interactive agencies, which want a larger share of surpassed advertising media expenditures for years and
the billions of dollars companies spend each year pro- continues to rise. In his book The End of Marketing as
moting their products and services; consumers who no We Know It, Sergio Zyman, the former head of market-
longer respond to traditional forms of advertising; and ing for Coca-Cola, declares traditional marketing is “not
new technologies that may reinvent the very process of dying, but dead.” He argues that advertising in general is
advertising. As the new millennium begins, we are expe- overrated as part of the marketing mix and notes that all
riencing perhaps the most dynamic and revolutionary elements of the marketing mix communicate, such as
changes of any era in the history of marketing, as well as brand names, packaging, pricing, and the way a product
advertising and promotion. These changes are being is distributed. The information revolution is exposing
driven by advances in technology and developments that consumers to all types of communications, and mar-
have led to the rapid growth of communications through keters need to better understand this process.
interactive media, particularly the Internet. A number of factors are impacting the way marketers
For decades the advertising business was dominated communicate with consumers. The audiences that mar-
by large, full-service Madison Avenue–type agencies. keters seek, along with the media and methods for
The advertising strategy for a national brand involved reaching them, have become increasingly fragmented.
creating one or two commercials that could be run on Advertising and promotional efforts have become more
network television, a few print ads that would run in regionalized and targeted to specific audiences. Retail-
general interest magazines, and some sales promotion ers have become larger and more powerful, forcing
support such as coupons or premium offers. However, in marketers to shift money from advertising budgets to
today’s world there are a myriad of media outlets—print, sales promotion. Marketers expect their promotional
radio, cable and satellite TV, and the Internet—compet- dollars to generate immediate sales and are demanding
ing for consumers’ attention. Marketers are looking more accountability from their agencies. The Internet
beyond the traditional media to find new and better ways revolution is well under way and the online audience is
to communicate with their customers. They no longer growing rapidly, not only in the United States and West-
accept on faith the value of conventional advertising ern Europe but in many other countries as well. Many
placed in traditional media. The large agencies are rec- companies are coordinating all their communications
ognizing that they must change if they hope to survive in efforts so that they can send cohesive messages to their
the 21st century. Keith Reinhard, chairman and CEO of customers. Some companies are building brands with
DDB Worldwide, notes that the large agencies “have little or no use of traditional media advertising. Many
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 Belch: Advertising and Front Matter Preface © The McGraw−Hill
Promotion, Sixth Edition Companies, 2003

advertising agencies have acquired, started, or become use. We have tried not to overburden you with defini-
affiliated with sales promotion, direct-marketing, inter- tions, although we do call out those that are especially
active agencies, and public relations companies to better important to your understanding of the material.
serve their clients’ marketing communications needs. We also remember that as students we were not really
Their clients have become “media-neutral” and are ask- excited about theory. But to fully understand how inte-
ing that they consider whatever form of marketing com- grated marketing communications works, it is necessary
munication works best to target market segments and to establish some theoretical basis. The more you under-
build long-term reputations and short-term sales. stand about how things are supposed to work, the easier
This text will introduce students to this fast-changing it will be for you to understand why they do or do not
field of advertising and promotion. While advertising is turn out as planned.
its primary focus, it is more than just an introductory Perhaps the question students ask most often is, “How
advertising text because there is more to most organiza- do I use this in the real world?” In response, we provide
tions’ promotional programs than just advertising. The numerous examples of how the various theories and con-
changes discussed above are leading marketers and their cepts in the text can be used in practice. A particular
agencies to approach advertising and promotion from an strength of this text is the integration of theory with prac-
integrated marketing communications (IMC) perspec- tical application. Nearly every day an example of adver-
tive, which calls for a “big picture” approach to planning tising and promotion in practice is reported in the media.
marketing and promotion programs and coordinating the We have used many sources, such as Advertising Age,
various communication functions. To understand the Adweek, Brandweek, The Wall Street Journal, Business-
role of advertising and promotion in today’s business Week, Fortune, Forbes, Sales & Marketing Manage-
world, one must recognize how a firm can use all the ment, Business 2.0, eMarketer, The Internet Advertising
promotional tools to communicate with its customers. Report, Promo, and many others, to find practical exam-
ples that are integrated throughout the text. We have spo-
To the Student: Preparing ken with hundreds of people about the strategies and
rationale behind the ads and other types of promotions
You for the New World of we use as examples. Each chapter begins with a vignette
Advertising and Promotion that presents an example of an advertising or promo-
tional campaign or other interesting insights. Every
Some of you are taking this course to learn more about chapter also contains several IMC Perspectives that
this fascinating field; many of you hope to work in adver- present in-depth discussions of particular issues related
tising or some other promotional area. The changes in the to the chapter material and show how companies are
industry have profound implications for the way today’s using integrated marketing communications. Global
student is trained and educated. You will not be working Perspectives are presented throughout the text in recog-
for the same kind of communication agencies that existed nition of the increasing importance of international mar-
5 or 10 years ago. If you work on the client side of the keting and the challenges of advertising and promotion
business, you will find that the way they approach adver- and the role they play in the marketing programs of
tising and promotion is changing dramatically. multinational marketers. Ethical Perspectives focus
Today’s student is expected to understand all the attention on important social issues and show how
major marketing communication functions: advertising, advertisers must take ethical considerations into account
direct marketing, the Internet, interactive media, sales when planning and implementing advertising and pro-
promotion, public relations, and personal selling. You motional programs. Diversity Perspectives discuss the
will also be expected to know how to research and evalu- opportunities, as well as the challenges, associated with
ate a company’s marketing and promotional situation marketers’ efforts to reach culturally and ethnically
and how to use these various functions in developing diverse target markets. There are also a number of
effective communication strategies and programs. This Career Profiles, which highlight successful individuals
book will help prepare you for these challenges. working in various areas of the field of advertising and
As professors we were, of course, once students our- promotion.
selves. In many ways we are perpetual students in that Each chapter features beautiful four-color illustrations
we are constantly striving to learn about and explain how showing examples from many of the most current and
advertising and promotion work. We share many of your best-integrated marketing communication campaigns
interests and concerns and are often excited (and bored) being used around the world. We have included more
by the same things. Having taught in the advertising and than 350 advertisements and examples of numerous other
promotion area for a combined 50-plus years, we have types of promotion, all of which were carefully chosen to
developed an understanding of what makes a book in illustrate a particular idea, theory, or practical applica-
this field interesting to students. In writing this book, we tion. Please take time to read the opening vignettes to
have tried to remember how we felt about the various each chapter, the IMC, Global, Ethical, and Diversity
texts we used throughout the years and to incorporate the Perspectives, and the Career Profiles and study the
good things and minimize those we felt were of little diverse ads and illustrations. We think they will stimulate
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 Belch: Advertising and Front Matter Preface © The McGraw−Hill
Promotion, Sixth Edition Companies, 2003

your interest and relate to your daily life as a consumer licity/public relations. These chapters stress the integra-
and a target of advertising and promotion. tion of advertising with other promotional mix elements
and the need to understand their role in the overall mar-
To the Instructor: A Text That keting program.

Reflects the Changes in the World Organization of This Text

of Advertising and Promotion
This book is divided into seven major parts. In Part One
Our major goal in writing the sixth edition of Advertising we examine the role of advertising and promotion in
and Promotion was to continue to provide you with the marketing and introduce the concept of integrated mar-
most comprehensive and current text on the market for keting communications. Chapter 1 provides an overview
teaching advertising and promotion from an IMC per- of advertising and promotion and its role in modern mar-
spective. This sixth edition focuses on the many changes keting. The concept of IMC and the factors that have led
that are occurring in areas of marketing communications to its growth are discussed. Each of the promotional mix
and how they influence advertising and promotional elements is defined, and an IMC planning model shows
strategies and tactics. We have done this by continuing the various steps in the promotional planning process.
with the integrated marketing communications perspec- This model provides a framework for developing the
tive we introduced in the second edition. More and more integrated marketing communications program and is
companies are approaching advertising and promotion followed throughout the text. Chapter 2 examines the
from an IMC perspective, coordinating the various pro- role of advertising and promotion in the overall market-
motional mix elements with other marketing activities ing program, with attention to the various elements of
that communicate with a firm’s customers. Many adver- the marketing mix and how they interact with advertis-
tising agencies are also developing expertise in direct ing and promotional strategy. We have also included
marketing, sales promotion, event sponsorship, the coverage of market segmentation and positioning in this
Internet, and other areas so that they can meet all their chapter so that students can understand how these con-
clients’ integrated marketing communication needs— cepts fit into the overall marketing programs as well as
and, of course, survive. their role in the development of an advertising and pro-
The text is built around an integrated marketing com- motional program.
munications planning model and recognizes the impor- In Part Two we cover the promotional program situa-
tance of coordinating all of the promotional mix tion analysis. Chapter 3 describes how firms organize for
elements to develop an effective communications pro- advertising and promotion and examines the role of ad
gram. Although media advertising is often the most visi- agencies and other firms that provide marketing and pro-
ble part of a firm’s promotional program, attention must motional services. We discuss how ad agencies are
also be given to direct marketing, sales promotion, pub- selected, evaluated, and compensated as well as the
lic relations, interactive media, and personal selling. changes occurring in the agency business. Attention is
This text integrates theory with planning, manage- also given to other types of marketing communication
ment, and strategy. To effectively plan, implement, and organizations such as direct marketing, sales promotion,
evaluate IMC programs, one must understand the overall and interactive agencies as well as public relations firms.
marketing process, consumer behavior, and communica- We also consider whether responsibility for integrating
tions theory. We draw from the extensive research in the various communication functions lies with the client
advertising, consumer behavior, communications, mar- or the agency. Chapter 4 covers the stages of the con-
keting, sales promotion, and other fields to give students sumer decision-making process and both the internal
a basis for understanding the marketing communications psychological factors and the external factors that influ-
process, how it influences consumer decision making, ence consumer behavior. The focus of this chapter is on
and how to develop promotional strategies. how advertisers can use an understanding of buyer
While this is an introductory text, we do treat each behavior to develop effective advertising and other
topic in some depth. We believe the marketing and forms of promotion.
advertising student of today needs a text that provides Part Three analyzes the communications process.
more than just an introduction to terms and topics. The Chapter 5 examines various communication theories and
book is positioned primarily for the introductory adver- models of how consumers respond to advertising mes-
tising, marketing communications, or promotions course sages and other forms of marketing communications.
as taught in the business/marketing curriculum. It can Chapter 6 provides a detailed discussion of source, mes-
also be used in journalism/communications courses that sage, and channel factors.
take an integrated marketing communications perspec- In Part Four we consider how firms develop goals and
tive. Many schools also use the text at the graduate level. objectives for their integrated marketing communications
In addition to its thorough coverage of advertising, this programs and determine how much money to spend try-
text has chapters on sales promotion, direct marketing ing to achieve them. Chapter 7 stresses the importance of
and marketing on the Internet, personal selling, and pub- knowing what to expect from advertising and promotion,
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 Belch: Advertising and Front Matter Preface © The McGraw−Hill
Promotion, Sixth Edition Companies, 2003

the differences between advertising and communication global marketplace and the role of advertising and other
objectives, characteristics of good objectives, and prob- promotional mix variables such as sales promotion, pub-
lems in setting objectives. We have also integrated the lic relations, and the Internet in international marketing.
discussion of various methods for determining and allo- The text concludes with a discussion of the regula-
cating the promotional budget into this chapter. These tory, social, and economic environments in which adver-
first four sections of the text provide students with a solid tising and promotion operate. Chapter 21 examines
background in the areas of marketing, consumer behav- industry self-regulation and regulation of advertising by
ior, communications, planning, objective setting, and governmental agencies such as the Federal Trade Com-
budgeting. This background lays the foundation for the mission, as well as rules and regulations governing sales
next section, where we discuss the development of the promotion, direct marketing, and marketing on the Inter-
integrated marketing communications program. net. Because advertising’s role in society is constantly
Part Five examines the various promotional mix ele- changing, our discussion would not be complete without
ments that form the basis of the integrated marketing a look at the criticisms frequently levied, so in Chapter
communications program. Chapter 8 discusses the plan- 22 we consider the social, ethical, and economic aspects
ning and development of the creative strategy and adver- of advertising and promotion.
tising campaign and examines the creative process. In
Chapter 9 we turn our attention to ways to execute the
creative strategy and some criteria for evaluating cre-
Chapter Features
ative work. Chapters 10 through 13 cover media strategy The following features in each chapter enhance students’
and planning and the various advertising media. Chapter understanding of the material as well as their reading
10 introduces the key principles of media planning and enjoyment.
strategy and examines how a media plan is developed.
Chapter 11 discusses the advantages and disadvantages Chapter Objectives
of the broadcast media (TV and radio) as well as issues
regarding the purchase of radio and TV time and audi- Objectives are provided at the beginning of each chapter
ence measurement. Chapter 12 considers the same issues to identify the major areas and points covered in the
for the print media (magazines and newspapers). Chap- chapter and guide the learning effort.
ter 13 examines the role of support media such as out-
door and transit advertising and some of the many new Chapter Opening Vignettes
media alternatives. Each chapter begins with a vignette that shows the effec-
In Chapters 14 through 17 we continue the IMC tive use of integrated marketing communications by a
emphasis by examining other promotional tools that are company or ad agency or discusses an interesting issue
used in the integrated marketing communications process. that is relevant to the chapter. These opening vignettes are
Chapter 14 looks at the rapidly growing areas of direct designed to draw the students into the chapter by present-
marketing. This chapter examines database marketing and ing an interesting example, development, or issue that
the way by which companies communicate directly with relates to the material covered in the chapter. Some of the
target customers through various media. Chapter 15 pro- companies, brands, and organizations profiled in the open-
vides a detailed discussion of interactive media and mar- ing vignettes include the U.S. Army, BMW, Samsung,
keting on the Internet and how companies are using the TiVo, Red Bull, Nike, Skyy Spirits, and Rolling Stone
World Wide Web as a medium for communicating with magazine. In addition, some of the chapter openers dis-
customers. We discuss how this medium is being used for cuss current topics and issues such as branding, conver-
a variety of marketing activities including advertising, gence, the role of advertising versus public relations, and
sales promotion and even the selling of products and ser- the controversy over the advertising of hard liquor on net-
vices. Chapter 16 examines the area of sales promotion work television.
including both consumer-oriented promotions and pro-
grams targeted to the trade (retailers, wholesalers and
IMC Perspectives
other middlemen). Chapter 17 covers the role of publicity
and public relations in IMC as well as corporate advertis- These boxed items feature in-depth discussions of inter-
ing. Basic issues regarding personal selling and its role in esting issues related to the chapter material and the
promotional strategy are presented in Chapter 18. practical application of integrated marketing communi-
Part Six of the text consists of Chapter 19, where we cations. Each chapter contains several of these insights
discuss ways to measure the effectiveness of various ele- into the world of integrated marketing communications.
ments of the integrated marketing communications pro- Some of the companies/brands whose IMC programs are
gram, including methods for pretesting and posttesting discussed in these perspectives include Jet Blue, Dell
advertising messages and campaigns. In Part Seven we Computer, Jupiter Media Matrix, BMW Mini-Cooper,
turn our attention to special markets, topics, and per- Intel, USA Today, PT-Cruiser, and Dunkin’ Donuts.
spectives that are becoming increasingly important in Issues such as the use of music to enhance the effective-
contemporary marketing. In Chapter 20 we examine the ness of commercials, the value of stadium naming rights,
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