Discussion Questions

publicity, 579 video news release (VNR), 581

corporate advertising, 583 image advertising, 585

Belch: Advertising and Promotion, Sixth Edition

V. Developing the Integrated Marketing Communications Program

18. Personal Selling

© The McGraw-H Companies, 2003

V. Developing the Integrated Marketing Communications Program

Chapter Objectives

1. To understand the role of personal selling in the integrated marketing communications program.

2. To know the advantages and disadvantages of personal selling as a promotional program element.

3. To understand how personal selling is combined with other elements in an IMC program.

4. To know ways to determine the effectiveness of the personal selling effort.

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