Integrated Marketing Communications and Direct Marketing
Integrated Marketing Communications and Direct Marketing
After reading this chapter you should be able to:
Discuss integrated marketing communication and the communication process.
Describe the promotional mix and the uniqueness of each component.
Select the promotional approach appropriate to a product's target audience, lifecycle stage, and characteristics, as well as stages of the buying decision and channel strategies.
Describe the elements of the promotion decision process.
Explain the value of direct marketing for consumers and sellers.
