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Guide january.doc - Integrated Marketing Communications...

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Integrated Marketing Communications Introduction This guide is designed to help you to evaluate an IMC plan and to build upon materials you have learned throughout the course. When the project is finished, you will have prepared a complete audit of an IMC campaign. To simplify the tasks, it is recommended that you deal with overall IMC objectives. One IMC objective is targeted toward consumers who are the audience (target audience versus market), another objective should be focused on distribution channels (where can you communicate – where is the product located and sold), and a final one should focus on products and businesses (what are you trying to communicate and the value proposition and brand of the product/service). You are encouraged and required to conduct your own research to find other examples of IMC plans and audits. This is a guide only and will be helpful as you conduct research on your chosen company and the theory behind IMC. An effective Integrated Marketing Communications program involves applying the concepts and techniques of the various aspects of marketing communications that you learned in your basic marketing course that outlined the “P” promotion (meaning IMC). Promotions/IMC involves a number of possible tools such as: Advertising – print, TV, digital or –on-line, out of home (billboards, transit, etc.), radio, etc. Sales promotions Trade promotions Digital media Events and experiences Sponsorships Public relations Personal selling Direct (mail, on-line, email, social media, etc.) This list is not exhaustive but should give you a sense of the scope and magnitude of the channels available to you to communicate. Not all tools are used all the time, it depends on the overall strategy – and the objectives. You need to understand these objectives and strategies in order to evaluate the tools and methods appropriately. 1
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Outline In preparing the IMC audit, it is recommended that you utilize the outline below. As illustrated, you are asked to define the IMC objectives based on a promotional analysis and the products corporate and brand image strategy. From these communication objectives, you will integrate the various IMC components into an audit. Please keep in mind the outline is merely a guide and can be modified to fit your particular company or product.
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