REVISED PAGES An Introduction to Integrated …

1 Part Five Developing the Integrated Marketing Communications ProgramChapter examine the marketing communication func-tion and the growing importance of advertisingand other promotional elements in the market-ing programs of domestic and introduce the concept of integratedmarketing communications (IMC) and considerhow it has examine reasons for the increasingimportance of the IMC perspective in planningand executing advertising and promotional introduce the various elements of the promo-tional mix and consider their roles in an IMC examine how various marketing and promo-tional elements must be coordinated to commu-nicate introduce a model of the IMC planningprocess and examine the steps in developing amarketing communications PAGESAn Introduction to IntegratedMarketing 10/28/05 3:11 PM Page 2 Las Vegas is one of the most popular destinationsin the world. More than 37 million people visit theentertainment and gambling mecca each yearincluding tourists from around the globe, businesspeople attending trade shows and conventions,and weekend visitors who come for three days ofpartying.

New York, Dallas, Miami, and Chicago. The research revealed that the biggest differentiator for Las Vegas was not the lavish hotels, casinos, restaurants,

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