Chapter 14 Integrated Marketing Communications
Promotional Mix
Advertising Media
Advertising
Marketing Communication
The Communication Process
The Sender and Encoding
Characteristics of Advertising
Characteristics of Public Relations
Characteristics of Sales Promotion
Characteristics of Personal Selling
Goals and Tasks of Promotion
The AIDA Concept
AIDA and the Promotional Mix
Factors Affecting the Promotional Mix
Product Life Cycle and the Promotional Mix
Push and Pull Strategies
Email: jharvey@som.gmu.edu
Home Page: http://mason.gmu.edu/~jharvey
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