CHAPTER 17

Communication for Effective Marketing

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

—John Wanamaker

Upon completion of this chapter, you should be able to:

  1. Know the meaning, nature, and function of different tools of promotion.
  2. Appreciate how the new tools of marketing communication have evolved.
  3. Understand the difference between the old approach to planning for marketing communication and the new approach to integrated marketing communications.
  4. Learn how to use integrated marketing communications in reality.
COMMUNICATION AT WORK

Recently, a brand campaign was trolled on social media and created unconfirmed contretemps between a celebrity endorser and a tobacco brand of repute ...

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