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Strategic Marketing Management
, Second Edition
Carol H. Anderson, Rollins College, Emerita
Julian W. Vincze, Rollins College, Emeritus
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| | Chapter Exercises
Chapter 11: Integrated Marketing Communication Strategy
- What is integrated marketing communications, and how does it relate to other elements of the marketing mix?
- How does the communications process "work"?
- What elements are present in each communication, and how do these relate to the various types of communication used by marketers?
- Which promotional tools are available to marketers to use in an integrated marketing communications mix?
- What are the major objectives of integrated marketing communication?
- How is a pull IMC strategy different from a push IMC strategy?
- What measures of performance are appropriate for evaluating the financial aspects of IMC?
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