About This Chapter
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
|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.|
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.
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.
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.
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.
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.
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.
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.
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Other chapters within the Public Relations 101: Intro to Public Relations course
- Defining Public Relations
- History & Growth of Public Relations
- Communication in Public Relations
- Public Opinion & Attitudes
- Management in Public Relations
- Ethics in Public Relations
- Law & Public Relations
- Research Methods in Public Relations
- Types of Media
- Employee Relations
- Government Relations & PR
- Community Relations & PR
- International Consumer Relations
- Effective Writing for Public Relations
- The Public Relations Plan
- Crisis Management in Public Relations
- Launching a Career in Public Relations