CH 1 -An Introduction to Integrated Marketing Communications (part -1)

Chapter 1
An Introduction to Integrated
Marketing Communications
(part -1)

, Leaning objectives
LO1 Describe the role of advertising and other promotional
elements in marketing.
LO2 Discuss the evolution of the integrated marketing
communications (IMC) concept.
LO3 Explain the increasing value of the IMC perspective in
advertising and promotional programs.
LO4 Identify the elements of the promotional mix.
LO5 Identify the contact points between marketers and
their target audiences.
LO6 Describe the steps in the IMC planning process.

, The Growth of Advertising and
Promotion
• Advertising and Promotion
• Advertising and promotion serve as a vital communications system
for both consumers and businesses.
• In 1980, these were the dominant forms of marketing communicati
• There has been a significant shift in advertising spending, moving
away from traditional media and toward digital formats.
• This includes online search, display, and video ads, as well as socia
media. This shift is accompanied by a substantial growth in mobile
marketing.
• The use of advertising and promotion is increasing globally.