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Advertisiog aod
Froæotioo, 8ixth Editioo
I. Iotroductioo to Iotegrated
Marketiog
6oææuoicatioos
1. Ao Iotroductioo to
Iotegrated Marketiog
6oææuoicatioos
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ßeviev o! marketing pIan
AnaIysis o! promotionaI program situation
AnaIysis o! communications process
ßudget determination
DeveIop integrated marketing communications program
5aIes
promotion
Advertising
Direct
marketing
PßlpubIicity
PersonaI
seIIing
InteractivelInternet
message and
media strategy
and tactics
Advertising
message and
media strategy
and tactics
Direct-marketing
message and
media strategy
and tactics
5aIes promotion
message and
media strategy
and tactics
PßlpubIic reIations
message and
media strategy
and tactics
5aIes message
strategy and
saIes tactics
Direct-
marketing
strategy
PßlpubIicity
strategy
PersonaI-
seIIing
strategy
5aIes
promotion
objectives
Advertising
objectives
Direct-
marketing
objectives
PßlpubIicity
objectives
PersonaI-
seIIing
objectives
Advertising
strategy
Interactivel
Internet
marketing
Interactivel
Internet
marketing
objectives
Interactivel
Internet
marketing
strategy
5aIes
promotion
strategy
Integrate and impIement marketing communications strategies
Monitor, evaIuate, and controI integrated marketing communications program
figure 1-4 Ah ihIegraIed markeIihg commuhicaIiohs plahhihg model