Discussion Questions
DQ1 Why is it important for salespeople to understand and appreciate the various integrated marketing communication (IMC) tools and how they are used? As a salesperson, how will your understanding of these IMC tools benefit you?
DQ2 What are the components of integreated marketing communications (IMC)? What are some reasons moer marketers are taking an IMC perspective to their advertising and promotional programs? How does IMC differ from traditional advertising and promotion?
DQ3 Packaging is becoming a communications tool by serving as an advertising vehicle. How is packaging being used to impact promotional strategies?