Skip to main content
Business LibreTexts

14.16: Introduction to Communication Programs

  • Page ID
    45254
  • \( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \) \( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)\(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\) \(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\)

    What you’ll learn to do: Explain how retailers build a brand image and increase customer loyalty by using communication programs

    Marketing and promotion help facilitate exchange by providing information and context to consumers to help them understand how specific good and services can meet their needs. Integrated Marketing Communication plays an essential role in this process, made even more important with the rise of the omni-channel. It (IMC) harnesses the benefits of each channel to build a clearer and broader impact than individual or singular campaigns.

    Contributors and Attributions

    CC licensed content, Original
    • Introduction to Communication Programs. Authored by: Patrick Williams. Provided by: Lumen Learning. License: CC BY: Attribution

    14.16: Introduction to Communication Programs is shared under a CC BY 4.0 license and was authored, remixed, and/or curated by LibreTexts.

    • Was this article helpful?