Session 16 Integrated Marketing Communications and Advertising

Time required: 2 hours
Objectives & Requirements
　　Understand
　　• the communication process and a paradigm shift in marketing communications
　　• the process of IMC planning, at various levels
　　• how to integrate the major tools of promotion, and with Interne
　　• advertising message strategy, creative strategy and media strategy.
Essential Concepts
　　• Integrated Marketing Communications (IMC) and its functions
　　• development stages of IMC
　　• promotion mix and promotion/IMC budgeting
　　• push vs. pull strategy,
　　• buyer readiness states
　　• differences between advertising and public relations
　　• informative advertising, persuasive advertising, reminder advertising
　　• message content decisions (rational appeals, emotional appeals, moral appeals)
　　• message execution styles
　　• personal media vs. nonpersonal media
Text Chapter and Supplementary Materials
　　Chapter 14,15 Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – c)
　　Issues for Discussion:
　　1. What’s the serious problem a company would encounter when it begins to adopt IMC program?
　　2. How to solve this problem?
Case Analysis：
　　1.《IBM RS 整合营销》（《当代营销学案例集》）
　　2.《依云矿泉水》（《当代营销学案例集》）

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