1. Role of Marketing Communications
1.1. Generate Sales
1.2. Build the Brand
1.3. Increase Customer Equity
2. Marketing Communications Mix
2.1. Budget Methods
2.1.1. Affordable Method
2.1.2. Percentage-of-Sale Method
2.1.3. Competitive-Parity Method
2.1.4. Objective-and-Task Method
2.2. Modes of Communication
2.2.1. Mass (Nonpersonal) Communication
2.2.1.1. Advertising
2.2.1.1.1. pervasive
2.2.1.1.2. expressive
2.2.1.1.3. controlled
2.2.1.2. Sales Promotion
2.2.1.2.1. grabs attention
2.2.1.2.2. presents incentives
2.2.1.2.3. extends invitation
2.2.1.3. Events and Experiences
2.2.1.3.1. relevant
2.2.1.3.2. engaging
2.2.1.3.3. implicit
2.2.1.4. Public Relations and Publicity
2.2.1.4.1. high credibility
2.2.1.4.2. influence
2.2.1.4.3. story-telling
2.2.2. Personal Communication
2.2.2.1. Direct Marketing
2.2.2.1.1. customized
2.2.2.1.2. up-to-date
2.2.2.1.3. interactive
2.2.2.2. Interactive Marketing
2.2.2.3. Word-of-Mouth
2.2.2.3.1. influential
2.2.2.3.2. personal
2.2.2.3.3. timely
2.2.2.4. Personal Selling
2.2.2.4.1. personal interaction
2.2.2.4.2. cultivation
2.2.2.4.3. response
2.3. Factors to Consider
2.3.1. Type of Product Market
2.3.2. Customer Readiness
2.3.3. Product Life Cycle Stage
2.4. Measuring Results
2.4.1. Reach and Frequency
2.4.2. Recall and Recognition
2.4.3. Persuasion Changes
2.4.4. Cost-per-Thousand Calculations
2.4.5. Behavior Change