12.2 Social Media Learning Objectives Understand the different social media zones. Understand how social media can generate publicity. Explain how social media keeps changing. Social media uses technology and mobility to provide an interactive means… Social Media
Chapter 12: Public Relations, Social Media, and Sponsorships 12.1 Public Relations Activities and Tools 12.2 Social Media 12.3 Discussion Questions and Activities 12.1 Public Relations Activities and Tools Learning Objectives Understand the concept of public… Public Relations, Social Media, and Sponsorships
11.7 Sales Promotions Learning Objectives Learn about different types of sales promotions companies use to get customers to buy their products. Understand the different types of sales promotions companies use with their business customers. Understand… Sales Promotions
11.6 The Promotion Budget Learning Objectives Understand different ways in which promotion budgets can be set. Understand how the budget can be allocated among different media. An offering’s budget is a critical factor when it… The Promotion Budget
11.5 Message Strategies Learning Objectives Understand what a unique selling proposition is and how it is used. Understand different types of promotion objectives. Identify different message strategies. Utilizing a Product’s Unique Selling Proposition (USP) When… Message Strategies
11.4 Advertising and Direct Marketing Learning Objectives Understand the difference between media and vehicles. Explain the similarities and differences between advertising and direct marketing. Understand the benefits of direct marketing and what types of direct… Advertising and Direct Marketing
11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems A marketing manager from one company might decide to focus on social media, whereas a marketing manager from another company might decide to focus… Factors Influencing the Promotion Mix, Communication Process, and Message Problems
11.2 The Promotion (Communication) Mix Learning Objectives Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program. Understand the difference between types of communication… The Promotion (Communication) Mix
Chapter 11: Integrated Marketing Communications and the Changing Media Landscape 11.1 Integrated Marketing Communications (IMC) 11.2 The Promotion (Communication) Mix 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems 11.4 Advertising and Direct… Integrated Marketing Communications and the Changing Media Landscape
10.2 Steps in the Marketing Research Process Learning Objective Describe the basic steps in the marketing research process and the purpose of each step. The basic steps used to conduct marketing research are shown in Figure… Steps in the Marketing Research Process