Module 13 - Integrated Marketing Communications
In the Spotlight
Figure 13.1 Peloton uses an integrated marketing strategy to reach consumers through multiple...
13.1 The Promotion Mix and Its Elements
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the promotion m...
13.2 The Communication Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the communica...
13.3 Integrated Marketing Communications
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define integrated mark...
13.4 Steps in the IMC Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the ...
13.5 Ethical Issues in Marketing Communication
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
Chapter Summary
After the marketer has facilitated all the other marketing mix variables, they are ready to commu...
Key Terms
5A framework map of the consumer’s various need states as they find out about a product and fina...
Applied Marketing Knowledge: Discussion Questions
1. Evaluate the skills that are required to be successful in a personal-selling position. W...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to integ...
Building Your Personal Brand
One of the key ways that you can build your personal brand is by association. The following is a ...
What Do Marketers Do?
Using the same list of marketing associations above, contact the one that interests you the most ...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Little Debbie Part of your childhood nostalgia may include the Little Debbie Oatmeal Creme Pie...
References
1. “The Peloton Story,” Peloton, accessed June 30, 2022, https://www.onepeloton.com/company...