17     Integrated Marketing Communications

Winning Combinations ( 433)  What is this about?

The Nature of Integrated Marketing Communications
        What is the basic concept and what do people want?

The Role of Promotion
    What is it, what are some examples, and how do companies gain maximum benefit?

               Cause Branding at Timberland (434)

Promotion and the Communication Process
     Explain the communication process and provide marketing examples for each phase.

A.  Objectives of Promotion (explain each)
        1.  Create Awareness

        2.  Stimulate Demand

        3.  Encourage Product Trial

        4.  Identify Prospects

        5.  Retain Loyal Customers

        6.  Facilitate Reseller support

        7.  Combat Competitive Promotional Efforts

        8.  Reduce Sales Fluxuations

B.  The Promotion Mix (yea, explan each again)

        1.  Advertising

        2.  Personnel Selling

        3.  Public Relations

        4.  Sales Promotion

C.  Selecting Promotion Mix Elements
        Explain buzz marketing and viral marketing

        1.  Promotional Resources
 

        2.  Characteristics of a Target Market
 

        3.  Characteristics of the Product
 

        4.  Cost and Availability of Promotional Methods
 

        5.  Push and Pull Policies
 

D.  What are some Criticisms and Defenses of Promotion

Cases:  Brainshark & PETsMart