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Integrated marketing communication

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Integrated marketing communication

  1. 1. Integrated Marketing Communication<br />Why did it take so long?<br />Christine Cope Pence, PhD<br />July 6, 2010<br />Cal Poly Pomona<br />1<br />©ccpence 07/10<br />
  2. 2. The Louisiana Oil Spill<br />The Problem<br />2<br />©ccpence 07/10<br />
  3. 3. Ocean Therapy Solutionshttp://www.ots.org/<br />A Solution<br />3<br />©ccpence 07/10<br />
  4. 4. Communication<br />Source: Solomon, M. R. (2009). Real people, real choices, 6th ed. Upper Saddle River, NJ: Pearson Education.<br />4<br />©ccpence 07/10<br />
  5. 5. The IMC Plan<br />Source: Solomon, M. R. (2009). Real people, real choices, 6th ed. Upper Saddle River, NJ: Pearson Education.<br />5<br />©ccpence 07/10<br />
  6. 6. Marketing when time is short …<br />Word of mouth <br />Buzz <br />Viral <br />Guerrilla <br />Experiential <br />Consumer-generated media<br />6<br />©ccpence 07/10<br />
  7. 7. Your project…Identify<br />their target markets<br />their communication objectives<br />hints of the communication budget<br />hints of the promotion mix<br />7<br />©ccpence 07/10<br />
  8. 8. Measuring success of alternative promotion strategies<br />8<br />©ccpence 07/10<br />Contact information:<br />Christine Cope Pence, PhD<br />ccpence@gmail.com<br />Tel (951) 236-8572<br />

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