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CHAPTER 16 Integrated Marketing Communications OVERVIEW: This chapter is the first of three dealing with promotion decisions and activities. Its primary objective is to give students an overview of promotion. First, we show how integrated marketing communications provides the maximum informational and persuasive impact on customers. Then, we present a theoretical foundation on which to build an understanding of promotion. Consequently, the first part of this chapter focuses on the nature of integrated marketing communications, the role of promotion in organizations, the communication process, and the objectives of promotion. Next, we introduce the concept of the promotion mix and briefly describe the major elements that constitute it. (Promotion mix elements are discussed in greater detail in Chapters 17 and 18.) Then we analyze a number of factors that affect marketers’ decisions when selecting specific ingredients to include in a promotion mix for a product. Finally, we examine some criticisms and defenses of promotion. OBJECTIVES: 1.Discuss the nature of integrated marketing communications.
2.Describe the process of communication.
3.Understand the role of promotion in the marketing mix.
4.Explain the objectives of promotion.
5.Understand the major elements of the promotion mix.
6.Describe the factors that affect the choice of promotion-mix elements.
7.Explore word-of-mouth communication and how it affects promotion.
8.Understand the criticisms and defenses of promotion.
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Class Prep: Read Chapter 16 |
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