ABSTRACT
In this chapter, we build upon the principles of integrated marketing communications explored in the previous chapter to analyse several of its instruments in more depth. These are advertising, sales promotion, public relations, and sponsorship. They are closely related to each other, as they all seek to influence a mass audience from a distance. Furthermore, they should operate in conjunction with each other rather than in isolation. To help our understanding of them, we will consider some of the psychological factors which dictate audience expectations and responses. These may be influenced by cultural considerations such as the recipient’s nationality, social class, and membership of subcultures.
