Mcgraw.Hill.Advertising.And.Promotion.Integrated.munication外文文献.pdf

Belch: Advertising and Front Matter Preface © The McGraw−Hill
Promotion, Sixth panies, 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 municate with consumers. They know they are
have learned that the ability municate effectively operating in an environment where advertising messages
and efficiently with their target audiences is critical to are everywhere, consumers channel-surf past -
their ess. 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 municate 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 -
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