Marketing Management, 16th Edition

Chapter 12 Managing Marketing Communications

Dove’s highly praised Campaign for Real Beauty, encouraging women to appreciate their individual beauty, resonated with consumers and boosted company sales by more than 60 percent.

Source: Retro AdArchives/Alamy Stock Photo

Learning Objectives

After studying this chapter you should be able to:

1. 12.1 Explain the role of marketing communications.

2. 12.2 Define meaningful communication objectives.

3. 12.3 Describe how a company should identify target customers and craft the communication message.

4. 12.4 Explain how a company should decide on the communication media mix and develop a media plan.

5. 12.5 Describe ...