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Ch 15: Integrated Marketing Communications Overview

About This Chapter

Take a look at this chapter on integrated marketing communications to study for upcoming exams or to earn course credit. The chapter's fun lessons and quizzes allow you to review important marketing topics whenever it fits your schedule.

Integrated Marketing Communications Overview - Chapter Summary

Get a high-level overview of integrated marketing communications with this collection of marketing lessons. The chapter's expert instructors help you define and evaluate integrated marketing communication, as well niche marketing strategies, interactive marketing vehicles, channels and metrics. These lessons can be studied on any computer or mobile device, and the chapter comes with interactive self-assessments to help you check your understanding of the material. By the end of the chapter, you should be equipped to:

  • Identify emerging channels for integrated marketing communication
  • Evaluate the advantages and disadvantages of interactive marketing vehicles
  • Understand how integrated marketing communication relates to social media
  • Define the concept of a niche marketing strategy
  • See how integrated marketing communication fits into a marketing plan
  • Interpret metrics for integrated marketing communication

6 Lessons in Chapter 15: Integrated Marketing Communications Overview
Test your knowledge with a 30-question chapter practice test
Emerging Integrated Marketing Communication Channels

1. Emerging Integrated Marketing Communication Channels

There are a myriad of channels today through which marketers can reach their audience. In this lesson, you'll learn about some new and emerging channels and how they can be linked with traditional channels.

Interactive Marketing Vehicles: Types, Pros & Cons

2. Interactive Marketing Vehicles: Types, Pros & Cons

Interactive marketing is a great way to engage with your audience. In this lesson, you'll learn about various types of interactive marketing vehicles and their advantages and disadvantages.

Integrated Marketing Communication & Social Media

3. Integrated Marketing Communication & Social Media

In this lesson, we will identify what integrated marketing communication (IMC) is and how businesses can use it effectively. We will also take a look at how social media can be utilized in an IMC plan.

Niche Strategy in Marketing: Definition & Concept

4. Niche Strategy in Marketing: Definition & Concept

While some companies want to conquer the world, some just want a piece of it. In this lesson, you'll learn about niche strategy in marketing. You'll examine the different guidelines for getting into niche marketing and look at an example.

Integrated Marketing Communication and the Marketing Plan

5. 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.

Integrated Marketing Communication Metrics

6. Integrated Marketing Communication Metrics

Measuring the success of your marketing efforts is crucial to understanding how your plan is performing. In this lesson, you'll learn about a variety of marketing metrics used to measure your campaign's success.

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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