CHAPTER 11
INTEGRATED
MARKETING
COMMUNICATIONS,
ADVERTISING, AND
PUBLIC RELATIONS
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Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations
Objectives
1. Define integrated marketing
communications and explain how it
relates to the development of an optimal
promotional mix.
2. Describe the communication process and
how it relates to the AIDA concept.
3. Identify the elements of the promotional
mix.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations
Objectives
4. Name the three major advertising
objectives and the two basic categories of
advertising.
5. Identify the major advertising strategies
and the process of creating an
advertisement.
6. Describe the major types of advertising
appeals, and discuss their uses.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations
Objectives
7. List and compare the major advertising
media.
8. Explain the roles of public relations,
publicity, cross-promotion, and ethics in
an organization’s promotional strategy.
9. Discuss the factors that influence the
effectiveness of a promotional mix, and
how marketers measure effectiveness.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations
Introduction
▮ Promotion - Function of informing,
persuading, and influencing the consumer’s
purchase decision
▮ Marketing communications - Messages
that deal with buyer-seller relationships
▮...