Promotional Strategies MKTG 3322

Learning Outcomes

Upon successful completion, the student will be able to:

• Describe a model of the Integrated Marketing Communications process. Explain the steps in developing a marketing communications program.
• Explain how the various decisions of the marketing mix influence and interact with advertising and promotional strategy.
• Describe the advertising regulation system in Canada. Evaluate the ethical perspectives of advertising. Assess the social effects of advertising. Explain the economic role of advertising and its effects on consumer choice, competition, and product costs and prices.
• Explain the importance of advertising and promotion objectives. Differentiate between marketing objectives and communication objectives. Use a comprehensive framework for setting IMC objectives.
• Define advertising creativity. Describe the creative strategy planning process. Assess the effectiveness of various types of message appeals and sources.
• Identify three key decisions for creative tactics. Assess the effectiveness of various creative execution styles.
• Explain the role and functions of specialized marketing communications organizations.
• Explain the reasons for measuring promotional program effectiveness. Evaluate alternative methods for measuring promotional program effectiveness.
• Develop a complete communications plan.

Effective as of Fall 2003

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