Belch, George E.
Belch, Michael A.
2009
Advertising and Promotion: An Integrated Marketing Communications Perspective

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Definition-IMC:
“The integrated marketing communications approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image to the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.”

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Definition-IMC:
“Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive 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.” Definition by Don Schultz of Northwestern University => check the reference!

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Definition-promotion:
“the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.” Check footnote at GP library!

Definition-advertising:
“any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.”
What does that footnote mean? Do they reference somebody else? Check at GP library!