Integrated Marketing Communication Chapter 1 The Growth of Advertising and Promotion Advertising has changed from traditional media to online digital advertising formats and social media. There was a growth in mobile marketing. The Role of Marketing Marketing: Activity that creates, communicates, delivers, exchanges offerings that have value for customer, partners, society etc. Exchange : Giving up one thing in return for another. Away to communicate each other. Seller(company) provides goods, services, ideas / Buyer(consumer) provides money, labor, credit Value : Benefits of the product against the cost of consuming it (Benefit – Costs = Value) Benefits are functional, experiential, psychological. Costs are money paid The 4Ps: Product, price, place, promotion à They cannot be independent.