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OVERVIEW, LEARNING OBJECTIVES, CLASS PREPARATION

CHAPTER 15-Developing Integrated Marketing Communications

OVERVIEW
This chapter concludes our unit on marketing. We focus on promotion, the fourth ingredient in the marketing mix. Because marketing is commonly (and erroneously) equated with promotion, we stress that promotion is communication—the process of informing or reminding target markets of an organization or its products. We analyze each of the four principal elements in an organization’s promotion mix: advertising, personal selling, sales promotion, and public relations. Then we define selec-tive, institutional, and primary-demand advertising and briefly describe various advertising media. We also outline the major steps in developing an advertising campaign. Next, we classify the types of personal selling, noting the importance of effective sales management. We also enumerate sales promotion objectives and point out effective techniques for reaching those objectives. Then we discuss several types and uses of public relations. Finally, we discuss promotion planning, the process of determining which of a firm’s marketing objectives call for promotion and which combination of promotion-mix ingredients will be most effective.


Learning Objectives
After studying this chapter, students should be able to:
1. Describe integrated marketing communications.
2. Understand the role of promotion.
3. Explain the purposes of the three types of advertising.
4. Describe the advantages and disadvantages of the major advertising media.
5. Identify the major steps in developing an advertising campaign.
6. Recognize the various kinds of salespersons, the steps in the personal-selling process, and the major sales management tasks.
7. Describe sales promotion objectives and methods.
8. Understand the types and uses of public relations.
9. Identify the factors that influence the selection of promotion mix ingredients.
Class Preparation

Format for Discussion Questions: Typed, (Question in bold) followed by double space and then your answer.
Assignments may be submitted in class paper copy, email, or via Blackboard.
Late assgnments will recieve a maximum of 50% credit

CLASS PREPARATION

READ Chapter 15, Video Case15.1 Be prepared to discuss the questions at the end of the case.
READ Running a Business Part V Finagle A Bagel's Approach to Marketing. Be prepared to discuss the questions at the end of the case.
Answer Discussion Questions 1, 2, 7

 
Crossword: Please download to desktop then open

 

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