Chapter Learning Objectives
1.	Understand the importance of integrated marketing communications.
2.	Discuss the promotional mix elements and the best uses of each.

I. Advertising:

A. Why is advertising important?

 

B. Purposes of Advertising

 

 

C. Types of Advertising

 

1. Institutional advertising

2. Product advertising

 

 

 

D. Developing an ad campaign

 

1. Identifying the target audience

 

 

2. Defining advertising objectives

 

3. Determining the ad budget

 

 

4. Create an ad platform:

 

 

5. Developing a media plan:

 

6. Creating an ad message

 

7. Scheduling the Advertising