| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program. |
| LO 2 | To understand the concept of target marketing in an integrated marketing communications program. |
| LO 3 | To recognize the role of market segmentation and its use in an integrated marketing communications program. |
| LO 4 | To understand the use of positioning and repositioning strategies. |
| LO 5 | To know the various decision areas under each element of the marketing mix and how they influence and interact with advertising and promotional strategy. |
