Integrated Marketing Communication Strategy

CHAPTER OBJECTIVES

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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