CHAPTER 8 INTEGRATED MARKETING COMMUNICATIONS
Study Guide
1. Strategic Goals of Marketing Communication
 Marketers seek to communicate with target customers for the obvious goals of increased sales and profits.

1.1. Create Awareness
 Marketing communications designed to create awareness are especially important for new products and brands in order to stimulate trial purchases.
 As an organization expands globally, creating awareness must be a critical goal of marketing communications.

1.2. Build Positive Images
 When products or brands have distinct images in the minds of customers, the customers better understand the value that is being offered.
 A major way marketers create positive and distinct images is through marketing communications.

1.3. Identify Prospects
 Identifying prospects is becoming an increasingly important goal of marketing communication because modern technology makes information gathering, much more practical, even in large consumer markets.
 Technology now enables marketers to stay very close to their customers.

1.4. Build Channel Relationships
 When producers use marketing communications to generate awareness, they are also helping the retailers who carry the product.
 Producers may also arrange with retailers to distribute coupons, set up special displays, or hold promotional events in their stores, all of which benefit retailers and wholesalers.
 Retailers support manufacturers when they feature brands in their ads to attract buyers.
 Cooperating in these marketing communication efforts can build stronger channel relationships.

1.5. Retain Customers
 Loyal customers are a major asset for every business. It costs far more to attract a new customer than to retain an existing customer.
 Marketing communications can support efforts to create value for existing customers.

 They can