After reading this chapter, you should he able to:
Name and define the four tools of the promotion mix.
Outline the steps in developing effective marketing communications.
Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.
Identify the major factors that are changing today's marketing Communications environ men t.
Discuss the process and advantages of integrated marketing communi cations.
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Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.