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Hitesh Jhanji, Lovely Professional University Unit 10: Integrated Marketing Communications
Unit 10: Integrated Marketing Communications Notes
CONTENTS
Objectives
Introduction
10.1 Marketing Communication
10.1.1 What is Promotion?
10.1.2 Why Promotion?
10.2 Marketing Communication Mix
10.2.1 Elements of the Promotional Mix
10.2.2 Selection of Promotional Mix
10.2.3 Promotion is an Act of Communication
10.2.4 Objectives of Promotion
10.3 Communication Process
10.3.1 Elements of the Communication Process
10.3.2 Communication Process—A Brief Promotional Decisions Integrated
Marketing Communications
10.3.3 Developing Effective Communications
10.4 Integrated Marketing Communications
10.5 Summary
10.6 Keywords
10.7 Review Questions
10.8 Further Readings
Objectives
After studying this unit, you will be able to:
State the relevance and need for marketing communications
Identify the elements of a marketing communication mix
Describe a communication process
Discuss how effective communication programme is developed
Explain the concept of integrated marketing communication
Introduction
The purpose of communication is to directly or indirectly influence individual groups, and
organizations, to facilitate exchanges by informing and persuading one or more audiences to
accept a company’s products and/or services.
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