Upon completion of this chapter, the student will be able to answer the following questions:
- 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 communications 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 communications?
- 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?
