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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Chapter Objectives
I. Introduction to Integrated
Marketing
Communications
1. To understand the marketing process and the
role of advertising and promotion in an organization’s
integrated marketing program.
2. To know the various decision areas under each
element of the marketing mix and how they
influence and interact with advertising and
promotional strategy.
2. The Role of IMC in the
Marketing Process
The Role of IMC
in the Marketing Process
2
© The McGraw−Hill
Companies, 2003
3. To understand the concept of target marketing
in an integrated marketing communications
program.
4. To recognize the role of market segmentation
and its use in an integrated marketing communications
program.
5. To understand the use of positioning and repositioning
strategies.