The document discusses promotion and integrated marketing communications. It defines promotion as how marketers communicate with existing and prospective customers. The key promotional tools are advertising, personal selling, sales promotion, public relations, and direct marketing. An effective communication strategy involves identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Promotion mix strategies can be push strategies that push products through channels or pull strategies that create consumer demand and pull products through channels. Factors like product type, buyer readiness, and product lifecycle influence the promotion mix design.

3. Figure 15.4: Haagen-Dazs –Providing Information to Consumers

4. Haagen-Dazs Also Provides Information to Consumers via Its WWW Site Copyright © 2001 by Harcourt, Inc. All rights reserved.

7. Figure 17.1 The marketing communications system The marketing communications system

10. The need for integrated marketing communications Figure 17.2 Integrated marketing communications

11. Schramm Model of communication Figure 17.3 Elements in the communication process

24. Figure 17.6 Push versus pull promotion strategy Push versus pull promotion strategy

26. Factors in designing promotion mix strategies Figure 17.7 Relative importance of promotion tools in consumer versus industrial markets