1. Marketing communications – an introduction

2. The role of marketing communications inform persuade remind reassure differentiate

3. The marketing communications mix Advertising Chapter 8 Public relations Chapter 9 Sponsorship Chapter 10 Sales promotions Chapter 11 Direct marketing Chapter 12 Personal selling Chapter 12 Marketing communications mix

4. Influences on the composition of the marketing communications mix characteristics of the product product’s stage in the product life cycle type of market level of control required company policies government and EU legislation profile of senior management team available budget internal marketing team marketing communications agency competitive environment economic development

5. Importance of integrated marketing communications synergy marketing mix and marketing communications mix viewed from target audience’s perspective efficient The IMC ‘champion’

6. Factors contributing to IMC’s rise in popularity sum of the elements of the marketing communications mix is more powerful than each one on its own globalisation cost-efficiencies overlap between various elements of mix move away from transaction to relationship marketing Continued…

7. fragmentation of traditional media one-stop-shop marketing communications agencies intensification of competition clutter cynicism towards traditional marketing communications techniques Factors contributing to IMC’s rise in popularity

8. The benefits of IMC cost savings less duplication of tasks greater impact