Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools that
work together to create widespread brand exposure. IBP is the use of various promotional tools,
including advertising in a coordinated manner to build and maintain brand awareness; identity
and preference. The coordination is the key to maintain a clear brand image in the minds of
consumers. Advertising is a component of the coordinated promotion effort to develop strong
brands. Instead of focusing narrowly on the importance of coordinated communications and
messages, as in IMC; integrated brand promotion instead emphasizes broader efforts to build
brand awareness. The following things can be done to promote the Marketing Management
program at WGTC are as follows:
Advertising in mass media can definitely promote our Marketing Management program.
Newspaper advertisements in all county and city papers, area shoppers and other print material
distributed community wide, radio spots on multiple stations and television commercials on
multiple broadcast and cable stations. Direct mail pieces targeting to specific groups such as,
high school students and returning students can be prolific. Online advertising is also a very
effective marketing technique, whether you set up a website, choose to advertise on a local venue
or you are going to begin social media marketing campaigns; you simply have to take advantage
of online advertising techniques. Most are completely free of charge and give you the
opportunity to get the message in front of literally millions of potential students. Create the own
