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Understanding Business, 6/e
William G. Nickels
James M. McHugh
Susan M. McHugh
Chapter 16: Promoting Products Using Integrated and Interactive Marketing Communication
Learning Objectives
After you have read and studied this chapter, you should be able to:
Define promotion and list the four traditional tools that make up the promotion mix.
Define advertising and describe the advantages and disadvantages of various advertising media, including the Internet.
Illustrate the seven steps of the selling process and discuss the role of a consultative salesperson.
Describe the role of the public relations department and how publicity fits in that role.
Explain the importance of sales promotion and word of mouth as promotional tools.
Describe integrated marketing communication and the role of interactive communications within it.
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