MCS*3620 Chapter Notes Chapter 1: Integrated Marketing Communications The Integrated Marketing Communications Mix - Integrated marketing communications – the coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience o Media advertising – a focus on message strategies and media strategies in a mass media environment o Direct response communications – communications that encourage immediate action o Digital communications – including online, social media, mobile, and video game communications o Sales promotions – both consumer and trade promotions o Public relations o Experiential marketing o Personal selling - Advertising – the placement of persuasive messages in time or space purchased in any of the mass media by organizations that seek to inform and persuade members of a target market about their products, services, organization, or ideas o Product advertising – advertising that provides information about a branded product to help build its image in the minds of customers o Promotional advertising – advertising that communicates a specific offer to encourage an immediate response from the target audience - Direct response communications – the delivery of a message to a target audience of one; the message can be distributed by direct mail, direct response television, or telemarketing - Digital communications – the placement of an advertising message on a website, or an ad delivered by email or through mobile communications devices o Customer relationship management (CRM) – a process that enables an organization to develop an ongoing relationship with valued customers; the organization captures and uses information about its customers to its advantage in developing the relationship - Sales promotion – an activity that provides incentives to bring about immediate response from customers, distributors, and an organization’s sales force - Public relations – a form of communications designed to gain public understanding and acceptance - Experiential marketing – a form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways
o Event marketing – the process, planned by a sponsoring organization, of integrating a variety of communications elements behind a single event theme o Sponsorship – the act of financially supporting an event in return for certain advertising rights and privileges - Personal selling – face-to-face communication involving the presentation of features and benefits of a product or service to a buyer; the objective is to make a sale Factors encouraging integrated marketing communications (IMC) - Consumers’ media habits are shifting toward digital media alternatives - The popularity of social media networks presents challenges and opportunities for organizations - Mobile communications are positioned to become the next “big thing” in marketing communications -
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- Fall '13
- Advertising, Brand, media advertising