Marketing Communications. An Introduction. Marketing Communications Defined. The coordination and integration of all promotion tools and sources within an organization to maximize the impact on consumers and other end-users at minimal costs. Components of Promotion. F I G U R E 1 . 3.
F I G U R E 1 . 3
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F I G U R E 1 . 6
Factors Affecting the Value of IMC Programs
E X H I B I T 1 . 1
New Balance (http://www.newbalance.com)
F I G U R E 1 . 2
Communication Noise in Television Advertising
F I G U R E 1 . 9
Viewer Activities During TV Commercials
Source: Jennifer Lach, “Commercial Overload,” American Demographics,
(September 1999), Vol.. 21, No. 9, p. 20.