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An introduction to IMC

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ERIC HEWSON
ERIC HEWSON

This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.

Business
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Chapter 1 An Introduction to Integrated Marketing Communications
The Marketing & Promotional Mixes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Marketing Revolution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advertising Versus Publicity ,[object Object],[object Object],[object Object],[object Object]
Classifications of Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interactive/Internet Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers and can stimulate immediate sales.
Sales Promotion Uses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advertising Versus Publicity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Publicity Vehicles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
Promotional Management ,[object Object],[object Object],[object Object],[object Object],[object Object],Coordinating the promotional mix elements to develop a controlled, integrated program of effective marketing communications.
The Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Situation Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Potential Communications Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Major Aspects of the Advertising Program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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An introduction to IMC

  • 1. Chapter 1 An Introduction to Integrated Marketing Communications
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