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Intro to IMC (IMC = integrated marketing communication (Goals: short term…
Intro to IMC
IMC = integrated marketing communication
Goals: short term financial returns, long-term brand and shareholder value
Ongoing strategic business process
Maximize ROI
Number of relevant audiences
Micromarketing
The Marketing Plan
Promotional program situation analysis
External analysis
Internal analysis
Analysis of the comminication process
Communication objectives
Marketing objectives
Budget determination
Developing the IMC Program
Monitoring, evaluation, control
Touch Points
Unexpected
Customer-initiated
Intrinsic
Company created
Role of marketing
Exchange
Value
Marketing Mix
Product
Price
Place
Promotion
Promotion vs. Advertising
The Promotional Mix
Advertising
Most cost-effective way to reach majority consumers
One of best ways to build brand
Reassure customers
Maintain brand image
Generate leads
Build awareness
Direct marketing
Database management
Direct selling
Telemarketing
Direct-response ads in mail
Internet; other media
Digital marketing
Target specific consumers
Use metrics
Sales promotion
Trade-oriented promotion
Targets intermediaries
Wholesalers, distributors, retailers
Consumer-oriented promotion
Targets ultimate user
Couponing, sampling, rebates, contests
Encourage immediate purchase
Publicity/PR
Nonpersonal communications
Source: "Objective" 3rd Party
Maintain positive image of Co.
Know difference
Personal selling
Direct contact between buyer/seller
Allows for message modification
14-17, 20, 24-25, 32-34