About This Chapter
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.
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.
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.
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.
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.
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.
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.
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, internet media, television and outdoor media.
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.
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.
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.
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.
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Other chapters within the CMMP Exam Study Guide - Certified Marketing Management Professional course
- CMMP Exam: Marketing Management
- CMMP Exam: Marketing Channel Management
- CMMP Exam: Marketing Strategy
- CMMP Exam: Corporate Social Responsibility
- CMMP Exam: Product Development
- CMMP Exam: Pricing
- CMMP Exam: Marketing Plan
- CMMP Exam: Brand Management
- CMMP Exam: Market Segmentation & Positioning
- CMMP Exam: Global Marketing
- CMMP Exam: Relationship Marketing
- CMMP Exam: Internet Marketing
- CMMP Exam: Consumer Behavior
- CMMP Exam: Marketing Research
- CMMP Exam: Marketing Intelligence System
- CMMP Exam: Marketing Ethics & Compliance
- CMMP Exam: Specialized Marketing
- CMMP Exam: Marketing Performance Measurement
- CMMP Exam: Professional Proficiency in Attitudes & Abilities
- CMMP Exam: Professional Proficiency in Ethics
- CMMP Exam: Critical Relevant Proficiencies
- CMMP Exam Study Guide - Certified Marketing Management Professional Flashcards