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

I. Role of promotion

II. Promotion and communications process

A. Communication Process

1. Source:

2. Coding or encoding

3. Transmission

4. Decoding:

 

5. Feedback

III. Objectives of promotion

A. Create awareness

 

B. Stimulate demand

C. Selective demand for a specific brand

D. Encourage product trial

E. Identify prospects

F. Retain loyal customers

G. Facilitating reseller support

H. Combat competitive promotional efforts

I. Reduce sales fluctuations

IV. Promotional mix

A. Advertising

 

B. Sales Promotion

 

C. Personal Selling:

 

D. Public Relations

E. Direct Marketing

V. Integrated Marketing Communications

A. Key Features of IMC

 

 

B. Obstacles

Schedule

Home

Syllabus