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Ch 2: CMMP Exam: Integrated Marketing Communication

About This Chapter

The video lessons and practice quizzes in this chapter will go over important facts about integrated marketing communication. A thorough knowledge of these topics is essential for doing well on the CMMP Exam.

CMMP Exam: Integrated Marketing Communication - Chapter Summary

You can use these video lessons to go over specific topics related to the subject of integrated marketing communication. All of these points might come up in questions on the Certified Marketing Management Professional (CMMP) Exam. Each lesson will go over a different concept you'll need to know for the exam, such as:

  • Challenges with target marketing segments
  • How to allocate an integrated marketing communication budget
  • The definition and examples of advertising
  • Advantages and disadvantages of sponsorship advertising
  • Celebrity endorsements
  • Strategies and examples of ad campaigns
  • Media choices and marketing strategies
  • How advertising affects consumer behavior
  • The difference between public relations and advertising
  • Public relations management

Once you've gone over the video lessons, use the practice quizzes to assess your understanding of the topic. Both the lessons and quizzes will give you a comprehensive overview of the topics you'll need to know for the CMMP Exam itself.

11 Lessons in Chapter 2: CMMP Exam: Integrated Marketing Communication
Test your knowledge with a 30-question chapter practice test
Integrated Marketing Communication and the Marketing Plan

1. Integrated Marketing Communication and the Marketing Plan

In order to compete in today's difficult market, a marketing manager must create not just a promotional mix, but an integrated marketing communications plan. This is a coordinating plan of promotional messages for a product to ensure consistency. The product's promotional message should be consistent and create an overall integrated theme.

Challenges of Communicating With Target Market Segments

2. Challenges of Communicating With Target Market Segments

Diverse target segments within a population require marketing strategies equipped to address differences - differences in preferences and needs as well as communication styles and venues. Marketers confront these challenges by customizing messages and the medium for each audience.

Allocating an Integrated Marketing Communication Budget

3. Allocating an Integrated Marketing Communication Budget

Marketers have a wealth of options in selecting platforms and tactics to distribute their message. In this lesson, you'll learn about various ways you can allocate an integrated marketing communications budget.

What is Advertising? - Definition & Examples

4. What is Advertising? - Definition & Examples

The greatest product or service in the world won't make money unless consumers know it exists. In this lesson, you'll learn the definition of advertising, common advertising media, and read some examples of effective advertising.

What Is Sponsorship Advertising? - Definition, Advantages & Disadvantages

5. What Is Sponsorship Advertising? - Definition, Advantages & Disadvantages

If you have been to a charity or sporting event, you probably have been exposed to sponsorship advertising. In this lesson, you'll learn about sponsorship advertising, including its advantages and disadvantages. A short quiz follows.

Celebrity Endorsements in Advertising: Definition, Benefits & Examples

6. Celebrity Endorsements in Advertising: Definition, Benefits & Examples

Companies have various methods of creating convincing advertising campaigns. In this lesson, you will learn the benefits and drawbacks of choosing celebrity endorsements as an advertising method.

Advertising Media Choices and Marketing Strategy

7. Advertising Media Choices and Marketing Strategy

There are many different types of advertising media that marketing managers can choose from in order to create a successful marketing strategy. This lesson covers some of those options, including printed media, television and outdoor media.

Ad Campaign: Strategy & Examples

8. Ad Campaign: Strategy & Examples

Companies must find effective ways to market their products and services to current and potential customers. By following the four steps in this lesson, a business owner can create an effective ad campaign.

Effects of Advertising on Consumer Buying Behavior

9. Effects of Advertising on Consumer Buying Behavior

How does advertising influence the process of consumer buying behavior? What impact does advertising have on a company's market share, and how does this shape the marketing budget? This lesson describes why advertising is so important - particularly for newer companies.

How Public Relations Is Different from Advertising

10. How Public Relations Is Different from Advertising

Public relations helps companies build more personal relationships with their customers using advertising messages as their foundation. Watch this video to see how public relations creates positive images for companies and products.

Public Relations Management: Skills, Activities & Departmental Structure

11. Public Relations Management: Skills, Activities & Departmental Structure

Companies utilize a public relations team to create mutually beneficial relationships between organizations and stakeholders. In this lesson, you will learn about public relations management, skills, activities, and the departmental structure.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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