11: Integrated Marketing Communications and the Changing Media Landscape

11.1: Integrated Marketing Communications (IMC)
11.2: The Promotion (Communication) Mix
Although the money organizations spend promoting their offerings may go to different media channels, a company still wants to send its customers and potential consumers a consistent message (IMC). The different types of marketing communications an organization uses compose its promotion or communication mix, which consists of advertising, sales promotions, direct marketing, public relations and publicity, sponsorships (events and experiences), social media and interactive marketing.
11.3: Factors Influencing the Promotion Mix, Communication Process, and Message Problems
11.4: Advertising and Direct Marketing
11.5: Message Strategies
11.6: The Promotion Budget
11.7: Sales Promotions
11.8: Discussion Questions and Activities