Discussion Questions

sales promotion, 21 publicity, 22 public relations, 23 personal selling,23 promotional management,24 promotional plan,25

Belch: Advertising and Promotion, Sixth Edition

I. Introduction to Integrated

Marketing

Communications

2. The Role of IMC in the Marketing Process

© The McGraw-H Companies, 2003

I. Introduction to Integrated

Marketing

Communications

Role Advertising Marketing Process
Chapter Objectives

1. To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program.

2. To know the various decision areas under each element of the marketing mix and how they influence and interact with advertising and promotional strategy.

To understand the concept of target marketing in an integrated marketing communications program.

To recognize the role of market segmentation and its use in an integrated marketing communications program.

5. To understand the use of positioning and repositioning strategies.

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