Download Chap14_Mktg CMU & Direct Mktg 2-11-15

BUS 114 Introduction to Marketing
Chapter 14 Team Activity
Managing Marketing Communications and Direct Marketing
Integrated marketing communication is the concept of designing marketing
communications programs that coordinate all promotional activities—advertising,
personal selling, sales promotion, public relations and direct marketing—to provide a
consistent message across all audiences.
To develop the promotion strategy for your marketing plan, follow the steps suggested
in the planning phase of the promotion decision process described in Figure 15-5.
You’ll only be able to start this process during class. You’ll have to finish this during
your out of class team meetings.
1. Please
a. Identify the target audience
b. Specify the promotion objectives
c. Set the promotion budget
d. Select the right promotion tools
e. Design the promotion
f. Schedule the promotion
2. Specify the pretesting and post-testing procedures needed in the implementation
and evaluation phases.
3. Finally, describe how each of your promotional tools are integrated to provide a
consistent message.
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