Strategic Brand Management, Fourth Edition

6 Integrating Marketing Communications to Build Brand Equity

Learning Objectives

After reading this chapter, you should be able to

1. Describe some of the changes in the new media environment.

2. Outline the major marketing communication options.

3. Describe some of the key tactical issues in evaluating different communication options.

4. Identify the choice criteria in developing an integrated marketing communication program.

5. Explain the rationale for mixing and matching communication options.

Ford launched its new Fiesta model in the United States with a combination of events, traditional media, and a heavy dose of social media.

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