COMMUNICATING TO MASS MARKETS

LEARNING OBJECTIVES

Upon completion of this chapter, you should have an understanding of the following:

• the role of Integrated Marketing Communication (IMC) to effectively communicate the marketer's message to its market audience
• the definition of the four components used in IMC: advertising, personal selling, sales promotion, and public relations
• the principles of effective communication and how they apply to marketing communication
• the primary steps followed in designing an IMC strategy
• the role and techniques associated with advertising
• the role and techniques associated with sales promotion
• the role and techniques associated with public relations
• the role and techniques associated with personal selling