Marketing Plans, 8th Edition

Chapter 7 THE INTEGRATED MARKETING COMMUNICATIONS PLAN

SUMMARY

1. Defining communications objectives
2. Designing the customer journey
3. Choosing the communications mix
4. Detailed communications planning
5. Digital communications
6. Sales promotion
7. Public relations
8. Sponsorship
9. Exercises to turn the theory into practice

INTRODUCTION

Now that we have explored the central area of marketing objectives and strategies, let us turn our attention to the question of how we communicate with customers, both current and potential. See Figure 7.1 for a summary of how the integrated marketing communications ...