An Introduction to Integrated Marketing Communications

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Presentation transcript:

An Introduction to Integrated Marketing Communications Chapter 1 An Introduction to Integrated Marketing Communications

Chapter 1 - Learning Objectives Understand the concept of integrated marketing communications (IMC) Identify the components of the promotional mix Explain the IMC Planning Model

Integrated Marketing Communications (IMC) the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

Promotional Mix Advertising Direct Marketing Interactive/Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling

IMC Planning Model Step 1 – Review marketing plan Step 2 – Analysis of promotional program situation Step 3 – Analysis of communications process Step 4 – Budget determination Step 5 – Develop IMC program Step 6 – Integrate & implement communications strategies Step 7 – Monitor, evaluate & control IMCs program

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