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17Designing and

IntegratingMarketing

Communications

1

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Marketing Communications Mix

 d!ertising

"ales pro#otion

E!ents and

e$periences

Public relations and

publicity

%irect #ar&eting

Interacti!e

#ar&eting

'ord-o(-#outh

#ar&eting

Personal selling

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Figure 17.1 Elements in the

Communications Process

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Figure 17.4 Steps in Developing

Effective Communications

Identi(y target audience

%eter#ine obecti!es

%esign co##unications

"elect channels

Establish budget%ecide on #edia #i$

easure results #anage IC

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Estalish the !u"get

 ((ordable

Percentage-o(-"ales

Co#petiti!e Parity

becti!e-and-as&