Solution Manual for All Chapters
Chapter 1
AN OVERVIEW OF INTEGRATED MARKETING COMMUNICATIONS
Chapter Objectives After reading this chapter, you should be able to: 1. Understand the practice of marketing communications and recognize the marcom tools used by practitioners. 2. Differentiate among the following terms: the marketing mix, marketing, communications, marketing communications, the promotional mix, and integrated marketing communications. 3. Describe the philosophy and practice of integrated marketing communications (IMC) and the five key features of IMC. 4. Recognize the activities involved in developing an integrated communications program. 5. Identify obstacles to implementing an IMC program. 6. Understand and appreciate the components contained in an integrative model of the marcom decision-making process.
Chapter Overview This chapter provides an overview of integrated marketing communications (IMC). The first part of the chapter discusses the practice of marketing communications (marcom) and its objectives. Important marcom terminology is introduced, as well as various marcom tools used by practitioners. IMC is the coordination of the promotional mix elements (advertising, public relations, sales promotion, personal selling, direct marketing, and digital marketing/social media) with each other and with the other elements of the brand‘s marketing mix such that all elements speak with one voice. IMC contains five key features: (1) start with the customer or prospect; (2) use any form of relevant contact or touchpoint; (3) speak with a single voice; (4) build relationships; and (5) affect behavior. Obstacles to implementing the features of IMC are discussed. The latter portion of the chapter describes a model of the marcom decision-making process. The model includes fundamental decisions (i.e., targeting, positioning, setting objectives, and budgeting), implementation decisions (i.e., mixing elements, creating messages, selecting media, and establishing momentum), expected outcomes (i.e., enhancing brand equity and affecting behavior), and program evaluation. The chapter appendix provides information on important U.S. trade associations in the marcom field.
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