| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies. |
| LO 2 | To introduce the concept of integrated marketing communications (IMC) and consider how it has evolved. |
| LO 3 | To examine reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs. |
| LO 4 | To introduce the various elements of the promotional mix and consider their roles in an IMC program. |
| LO 5 | To examine the various types of contact points through which marketers communicate with their target audiences. |
| LO 6 | To examine how various marketing and promotional elements must be coordinated to communicate effectively. |
| LO 7 | To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program. |
