Chapter 10 – Integrated Marketing Communications

10.1 Integrated Marketing Communications

10.2 The Promotion (Communication) Mix

10.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problem

10.4 Advertising and Direct Promotion

10.5 Message Strategies

10.6 The Promotion Budget

10.7 Sales Promotions

10.8 Discussion Questions and Activities

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Principles of Marketing, 1st Canadian Edition Copyright © by Anthony Francescucci, Joanne McNeish, Nukhet Taylor is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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