Learning Objectives
    13.1 Understand the communication process and the 
          traditional promotion mix.
    13.2 Describe the steps in traditional and multichannel 
          promotion planning.
    13.3 Tell what advertising is, describe the major types 
          of advertising, discuss some of the major 
          criticisms of advertising, and describe the process 
          of developing an ad campaign and how marketers 
          evaluate advertising.
    13.4 Explain what sales promotion is and describe the 
          different types of consumer and B2B sales 
          promotion activities.
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    Real People, Real Choices: 
    Pitch Agency
    • Which option should Sara pursue?
        Option 1: Leave The King in the past where he 
          belongs.
        Option 2: Bring back The King as an instantly 
          recognizable icon.
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    Communication Models in a Digital 
    World That is “Always On”
    • Marketing messages can assume many forms with a 
      variety of objectives.
        From quirky TV commercials and viral videos to blimps 
         with blinking messages
        Savvy marketers know each element of the marketing 
         mix is a form of communication! 
    • All marketing communications aim to either inform, 
      remind, persuade, or build relationships.
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    Integrated Marketing 
    Communications (IMC)
    • Integrated marketing communication (IMC) involves 
      the planning, execution, and evaluation of coordinated, 
      brand communication programs over time to targeted 
      audiences.
         Aim is to deliver consistent messaging across 
          platforms.
         Must use a multichannel promotion strategy which 
          combines traditional marketing communication with 
          social media and other online activities.
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   Figure 13.1 Three Models of 
   Marketing Communication
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