CHAPTER 16
Integrated Marketing Communications
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 330
Lecture Outline
IRM, p. 331
Discussion Starters
IRM, p. 341
Class Exercises
IRM, p. 343
Semester Project
IRM, p. 345
Answers to Developing Your Marketing Plan
IRM, p. 346
Answers to Discussion and Review Questions
IRM, p. 347
Comments on the Cases
IRM, p. 350
Video Case 16.1
IRM, p. 350
Case 16.2
IRM, p. 351
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
www.cengagebrain.com.
PURPOSE AND PERSPECTIVE
This chapter looks at the general dimensions of promotion. First, we discuss the nature of integrated
marketing communications. Next, we analyze the meaning and process of communication. We then
define and examine the role of promotion and explore some of the reasons promotion is used. We
consider major promotional methods and the factors that influence marketers’ decisions to use particular
methods. Next, we explain the positive and negative effects of personal and electronic word-of-mouth
communication. Finally, we examine criticisms and benefits of promotion.
