Part 3 Structured Applications
CHAPTER 20
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:
- Know the meaning, nature, and function of different tools of promotion.
- Appreciate how the new tools of marketing communication have evolved.
- Understand the difference between the old approach to planning for marketing communication and the new approach to integrated marketing communications.
- 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 ...
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