Part One: Integrated Marketing Communications and Its

Role in Brand-Equity Enhancement

Chapter One: Overview of Integrated Marketing

Communication

Integrated Marketing Communications

Ford Thunderbird Ad

Chapter One: Overview

I. Concept Review*

A. Promotion

B. Promotion Mix

II. History of Advertising*

III. Integration of Marketing Communication (IMC)

A. Start with the customer

B. Use any form of relevant contact

C. Achieve synergy

D. Build relationships

E. Affect behavior

IV. Changes in Marketing Communication Practices

A. Reduced mass media use

B. Increased "rifle" approaches

C. Greater demands on marketing communication firms

D. Greater efforts to measure cost/benefit

Chapter One Discussion Questions: 1, 3, 6