Lecture 2 - INTRODUCTION TO INTEGRATED MARKETING...

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INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Session 2
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Announcements Enrollment Check sign-in sheet Questions? Please see me after class Syllabus Blackboard Class timing
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Class Activity Raw Materials (one material type per person) Divide into groups Prototype instructions 5 minutes No words
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INTEGRATION
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Learning Objectives Illustrate the various tactics that represent IMC (advertising, sales promotions, etc.) and why they would be used Illustrate the IMC plan as a strategic process for utilizing these tools.
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The Most Valuable Brands in the World Rank Brand Brand Value (Billions) 1 Coca-Cola $65.32 2 Microsoft 58.71 3 IBM 57.09 4 General Electric 51.57 5 Nokia 33.70 6 Toyota 32.07 7 Intel 30.95 8 McDonald’s 29.39 9 Disney 29.21 10 Mercedes-Benz 23.57 What associations come to mind?
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IMC Audience Contact Tools Target Audience Broadcast media Print media Public Relations/ publicity Internet/ interactive Direct marketing Sales Promotion Product placements Events and sponsorship Word-of-mouth Point-of- purchase Personal selling Out-of-home media
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Strategic Considerations The “three Cs” Company Consumers Competitors Marketing Mix: “the four Ps” Product Price Promotion Placement
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IMC Tactics and Media TACTICS Advertising Direct Marketing Websites Sales Promotions Coupons, refunds, rebates Sampling, contests, sweepstakes, promotional products, point of purchase displays Branded Entertainment Event Marketing Publicity Personal Selling Store Atmospherics Packaging Logos Brand Names Guerilla/Street /Viral /Buzz Marketing Sponsorship Consumer Generated Content MEDIA TV, Radio, Magazines, Newspapers, Billboards Internet; Email Movies Mobile (on busses, taxis, hot air balloons)
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

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Lecture 2 - INTRODUCTION TO INTEGRATED MARKETING...

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