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Integrated marketing communication

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  • 1995- Costner acquires technology for $24M from US Government
  • Promotion mix: personal selling, advertising, sales promotions, public relations, direct marketingWord of mouth…marketer has less control than mass media advertising/sales promotionIn this case, look for evidence of Mass appeals (advertising, sales promotions like contexts and coupons, public relations), personal appeals, buzz appeals, word of mouth, viral marketing (infomercials and emails), guerilla marketing (contexts etc where consumer not likely to expect it—ambushes)., experiential marketing (try it out)., consumer-generated media (online comments, opinions, product-related stories available to other consumers digitally)
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    • 1. Integrated Marketing Communication
      Why did it take so long?
      Christine Cope Pence, PhD
      July 6, 2010
      Cal Poly Pomona
      1
      ©ccpence 07/10
    • 2. The Louisiana Oil Spill
      The Problem
      2
      ©ccpence 07/10
    • 3. Ocean Therapy Solutionshttp://www.ots.org/
      A Solution
      3
      ©ccpence 07/10
    • 4. Communication
      Source: Solomon, M. R. (2009). Real people, real choices, 6th ed. Upper Saddle River, NJ: Pearson Education.
      4
      ©ccpence 07/10
    • 5. The IMC Plan
      Source: Solomon, M. R. (2009). Real people, real choices, 6th ed. Upper Saddle River, NJ: Pearson Education.
      5
      ©ccpence 07/10
    • 6. Marketing when time is short …
      Word of mouth
      Buzz
      Viral
      Guerrilla
      Experiential
      Consumer-generated media
      6
      ©ccpence 07/10
    • 7. Your project…Identify
      their target markets
      their communication objectives
      hints of the communication budget
      hints of the promotion mix
      7
      ©ccpence 07/10
    • 8. Measuring success of alternative promotion strategies
      8
      ©ccpence 07/10
      Contact information:
      Christine Cope Pence, PhD
      ccpence@gmail.com
      Tel (951) 236-8572