3305 SP09 Bb - ch14 imc

3305 SP09 Bb - ch14 imc - did you get my message? [ imc ]...

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did you get my message? [ imc ]
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1 | 2 big ideas - what is imc? - communication process - the promotion mix
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integrated marketing integrated marketing communications communications careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.
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imc goals - consistent, consistent, consistent message! - synchronize and align promotional elements with rest of marketing mix - precisely targeted promotional tools - facilitate competitive advantage
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to understand promotion it is important to understand a little bit about communication theory
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the communication process
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promotion communication that informs , persuades , and reminds potential buyers of a product in order to influence an opinion or elicit a response. criticisms of promotion
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promotional mix
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the “mix” part is important
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1 | 10 objectives of promotion create awareness stimulate demand encourage product trial identify prospects retain loyal customers facilitate reseller support combat competitive efforts reduce sales fluctuations
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This note was uploaded on 03/08/2010 for the course MKT 3305 taught by Professor Blocker during the Spring '07 term at Baylor.

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3305 SP09 Bb - ch14 imc - did you get my message? [ imc ]...

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