Introduction to Integrated Marketing Communications
Introduction to
Integrated
Marketing
Communication
s
Team #1
Marketing
Process
of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing Focuses on
Exchange
The Marketing Mix
Integrated Marketing
Communications (IMC)
Direct Marketing/Interactive Media
Direct marketing is about making direct contact with existing and potential customers to promote your products or services.
Interactive media is the integration of digital media including combinations of electronic text, graphics, moving images, and sound, into a structured digital computerized environment that allows people to interact with the data for appropriate purposes
Sales promotion/Publicity
Sales
promotion aims to provide a shortterm boost to sales. Costing less to implement but providing a bigger increase in sales.
Publicity
refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. Public relations/Personal
Selling
Public
relations is defined as 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.
Personal
Selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea.
The IMC Planning Process
Personal Selling
A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea.
Promotional Management
Involves coordinating the promotional-mix elements to develop a controlled, integrated program of effective marketing
Integrated
Marketing
Communication
s
Team #1
Marketing
Process
of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing Focuses on
Exchange
The Marketing Mix
Integrated Marketing
Communications (IMC)
Direct Marketing/Interactive Media
Direct marketing is about making direct contact with existing and potential customers to promote your products or services.
Interactive media is the integration of digital media including combinations of electronic text, graphics, moving images, and sound, into a structured digital computerized environment that allows people to interact with the data for appropriate purposes
Sales promotion/Publicity
Sales
promotion aims to provide a shortterm boost to sales. Costing less to implement but providing a bigger increase in sales.
Publicity
refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. Public relations/Personal
Selling
Public
relations is defined as 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.
Personal
Selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea.
The IMC Planning Process
Personal Selling
A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea.
Promotional Management
Involves coordinating the promotional-mix elements to develop a controlled, integrated program of effective marketing