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Respond Through Promotion Week 6

Respond Through Promotion Week 6 - Respond Through...

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Respond Through Promotion Integrated Marketing Communications The Media Plan Study Tools Integrated Marketing Communications IMCs are often a difficult concept for students to grasp. In truth, this is simply a program to provide consistent communications across all departments and audiences. Let’s take the example of the LaPathe Madona, a $5,000 road bike. First, we’ll make the assumption that through past successful marketing plans, LaPathe has been able to position this bike as a high-end, light-weight prestige product. LaPathe can command a higher price, and buyers are happy to pay for the extra quality they perceive from the brand. What would you think if you walked into a local bike shop and the sales person boasted about the bike’s low cost? Or what if you received a direct mail piece emphasizing Madona’s inexpensive replacement parts or repair costs? What would you think if the store ran a 50% off sale or if you saw a newspaper article (run as a result of a company press release) on how casual first-time bike buyers were flocking to the LaPathe Madona? What would happen is that you’d be confused. Is it a luxury item, or is it cheap? Is it high quality or low? Is it for new bikers or pros? Time after time, research shows us that confused consumers simply don’t buy. This is where IMCs come in. They emphasize that all messages to all consumers must be consistent. Each consumer will receive the same message about the product, whether it comes by way of advertising, public relations, sales, promotions, or direct marketing. This goal is sometimes difficult to achieve because of company turf wars or due to the use of outside advertising agencies with little control over policy. The solution to these problems often lies in
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Respond Through Promotion Week 6 - Respond Through...

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