Page 460 - Foundations of Marketing

Promotion Decisions

PART 6 focuses on communication with target market

members and other relevant groups. A specifi c marketing 15: Integrated Marketing
Communications
mix cannot satisfy people in a particular target market
16: Advertising and Public
unless they are aware of the product and know where Relations

to fi nd it. Some promotion decisions relate to a specifi c 17: Personal Selling and
marketing mix; others are geared toward promoting the entire Sales Promotion

organization. CHAPTER 15 discusses integrated marketing

communications. It describes the communication process
and the major promotional methods that can be included in

promotion mixes. CHAPTER 16 analyzes the major steps in

developing an advertising campaign. It also explains what
public relations is and how it can be used. CHAPTER 17

deals with personal selling and the role it can play in a fi rm’s

promotional efforts. This chapter also explores the general
characteristics of sales promotion and describes sales

promotion techniques.

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