IMC- Integrated Marketing Communication

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IMC- Integrated Marketing Communication

  1. 1. COMM 2337 Integrated Marketing CommunicationIMC Advertising + Marketing + PR Class 3 Fall 2011@AndreaGenevieveandream@stedwards.edu
  2. 2. COMM 2337 Marketing vs. Advertising vs. PRIMC Class 3 Fall 2011@AndreaGenevieveandream@stedwards.edu
  3. 3. COMM 2337 PR Is…IMC •A managed process Class 3 •Mutually beneficial Fall 2011 •About relationships •Focusing on various Publics (audiences)@AndreaGenevieveandream@stedwards.edu
  4. 4. COMM 2337 Types of PublicsIMC • Media • Employee Class 3 • Member Fall 2011 • Community • Government • Investor • Consumer • International • Special Interest@AndreaGenevieveandream@stedwards.edu
  5. 5. COMM 2337 The Goal of PRIMC This matters because…… Class 3 Fall 2011 PR is all about targeting messages to publics and establishing connections.@AndreaGenevieveandream@stedwards.edu
  6. 6. COMM 2337 Journalism vs. PRIMC • VERY different animals • Both write, Class 3 interview people Fall 2011 to secure coverage of news • Both require excellent grammar skills BUT…@AndreaGenevieveandream@stedwards.edu
  7. 7. COMM 2337 JournalistsIMC • Objective observers • Gather info to provide to greater Class 3 public Fall 2011 • Write for mass audiences • Reach audiences through ONE channel@AndreaGenevieveandream@stedwards.edu
  8. 8. COMM 2337 PR ProsIMC • Think strategically • Inform while changing attitudes or Class 3 behavior Fall 2011 (Although,facts are still necessary!) • Write for specific, special audiences • Use a variety of communication channels@AndreaGenevieveandream@stedwards.edu
  9. 9. COMM 2337 Example of PR CommunicationIMC 1. PR Professional interviews a CEO. 2. PR Professional writes a Press Release. Class 3 3. PR Professional sends the release to reporters and Fall 2011 Journalists. 4. Journalists decide to run, or not run the information. 5. Journalists may add, edit or delete pieces to fit a storyline. 6. Journalists may also trash the release.@AndreaGenevieve 7. PR Professional accomplishes goal, or revisits theandream@stedwards.edu goal to see if other tactics may work.
  10. 10. COMM 2337IMC Class 3 Fall 2011@AndreaGenevieveandream@stedwards.edu
  11. 11. COMM 2337 Example: Red BullIMC Class 3 Fall 2011@AndreaGenevieveandream@stedwards.edu
  12. 12. COMM 2337 IMCIMC • Name given to all types of planned messages used to build a brand: Class 3 Fall 2011 Managing how an audience perceives a company, service or product.@AndreaGenevieveandream@stedwards.edu
  13. 13. COMM 2337 Parts of IMCIMC • Publicity • Advertising • Events and • Personal Selling Class 3 Sponsorship • Sales Fall 2011 • PR Promotion • Direct • Packaging Marketing • Customer Services@AndreaGenevieveandream@stedwards.edu
  14. 14. COMM 2337 An IMC plan ofIMC creativity, attack will use Class 3 synergy, integration Fall 2011 and communication.@AndreaGenevieveandream@stedwards.edu
  15. 15. COMM 2337 BenefitsIMC • Improved relationships with all audiences Class 3 • Increases brand trust Fall 2011 • Fosters internal communications and coordination among all departments • Cost effective@AndreaGenevieveandream@stedwards.edu
  16. 16. COMM 2337 Share & EngageIMC Class 3 Fall 2011@AndreaGenevieveandream@stedwards.edu
  17. 17. COMM 2337 CreditsIMC Andrea Genevieve Michnik Intro to PR COMM 2337 Class 3 St. Edwards University- Fall 2011 Fall 2011 E-mail: andream@st.edwards.edu @AndreaGenevieve All photos protected under Flickr Creative Commons@AndreaGenevieveandream@stedwards.edu

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