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Ch 16: Integrated Marketing Communications

About This Chapter

In this chapter, establish the different elements within integrated marketing communications. Let our instructors show you about marketing plans in the video lessons. Study our materials about these marketing topics from any Wi-Fi hot spot.

Integrated Marketing Communications - Chapter Summary and Learning Objectives

Marketing is more than just a 'For Sale' sign. It is a complex system that uses multiple communication strategies and platforms. To gain a deeper understanding of integrated marketing communications, take a look at the information presented in this chapter. The lessons provide detailed outlines of major marketing concepts. After looking through each lesson, you should know more about these topics:

  • The marketing plan
  • The purpose of advertising
  • How to integrate sales promotions, advertising, public relations, and personal selling
  • Product branding
  • The 4P's of the marketing mix
  • The promotional mix's influence on marketing decisions
  • Marketing and promotional goals

Video Objective
Introduction to Marketing: Definition and Applications Explain the concept of marketing, go over the marketing plan, and describe a marketer's ultimate goal.
What is Advertising? - Definition & Examples Distinguish the purpose of advertising and point out how sponsorships work.
Integrated Marketing Communication and the Marketing Plan Describe this plan in relation to advertising, sales promotions, public relations, and personal selling.
Branding and Brand Equity in Business Marketing Go over how branding is accomplished, explain how brand equity works, and describe the brand message.
The Marketing Mix: Product, Place, Price & Promotion Show the correlation between these four terms, then explain the importance of the 4 P's for marketing.
The Promotional Mix: Target Markets, Buying Decisions & More Define the four elements of the promotional mix and explain how these elements impact buying decisions and target markets.
Goals of Promotion and the Marketing Mix Name and explain the three goals of promotions.

7 Lessons in Chapter 16: Integrated Marketing Communications
Test your knowledge with a 30-question chapter practice test
Introduction to Marketing: Definition and Applications

1. Introduction to Marketing: Definition and Applications

In this introductory video lesson on marketing, you'll learn what marketing is, how it's used to reach consumers and why it's important to businesses. You'll also see how exchange is related to marketing.

What is Advertising? - Definition & Examples

2. 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.

Integrated Marketing Communication and the Marketing Plan

3. 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.

Branding and Brand Equity in Business Marketing

4. Branding and Brand Equity in Business Marketing

Brand and brand equity go hand-in-hand in the marketing arena. Here, we will discuss how a brand develops and how that leads to increased brand equity.

The Marketing Mix: Product, Place, Price & Promotion

5. The Marketing Mix: Product, Place, Price & Promotion

A marketing plan is the central part of the overall marketing strategy. A marketing plan's main focus is the marketing mix, which consists of product, place, promotion and price decisions. All four elements are very flexible and have many options. The main purpose of the marketing mix is to effectively communicate with the target market.

The Promotional Mix: Target Markets, Buying Decisions & More

6. The Promotional Mix: Target Markets, Buying Decisions & More

The promotional mix is one of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling. In this lesson, you'll learn how a marketing team uses the promotional mix to reach company objectives and goals.

Goals of Promotion and the Marketing Mix

7. Goals of Promotion and the Marketing Mix

Before deciding on a final campaign, marketing managers need to decide what the promotional goals will be for their overall marketing strategy. Depending on the type of product, marketers need to either inform, persuade or remind consumers about product benefits and features.

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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