chapter objectives relate the concept of integrated marketing communications to development optimal promotional mix explain relationship strategy process communication list promotion and its discuss role sponsorships direct in planning identify primary determinants a contrast two major alternative strategies compare methods developing budget defend against common public criticisms overview imc coordination all activities media advertising mail personal selling sales relations produce unified customer focused message success any program depends critically on identifying members an audience understanding what they want figure 15 1 joint by general mills nintendo playstations importance teamwork requires total including not just successful implementation that everyone involved every aspect function as team databases
