1. CHAPTER 18 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING

2. The communications process THE COMMUNICATIONS PROCESS

3. The Promotional Mix

4. The Target Audience The Product Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

5. Promotional tools used over the product life cycle (of Purina Dog Chow)

6. Product Characteristics Stages of the Buying Decision Prepurchase Stage Purchase Stage Postpurchase Stage INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

7. A comparison of push and pull promotional strategies

8. DEVELOPING THE PROMOTION PROGRAM  Who is the target audience?  What are (1) the promotion objectives, (2) the amounts of money that can be budgeted for the promotion program, and (3) the kinds of promotion to use?  Where should the promotion be run?  When should the promotion be run?

9. The promotion decision process DEVELOPING THE PROMOTION PROGRAM

10. Setting the Promotion Budget Percentage of Sales Competitive Parity All You Can Afford Objective and Task DEVELOPING THE PROMOTION PROGRAM