Marketing: Creating Value for Customers.


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Chapter 17 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Describe major functions of marketing communication.

  2. Summarize the process of communication and how it can influence behavior.

  3. Identify the elements of the communications mix.

  4. Explain the use of Integrated Marketing Communications (IMC).

  5. Discuss how marketers select communications mixes.

  6. Explain the methods of creating a communications budget.

  7. Describe how marketers evaluate and control communications efforts.

  8. Discuss social and ethical issues in marketing communications.





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