Chapter_12A - IMC & Advertising Principles (week 11) 1...

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1 IMC & Advertising Principles (week 11)
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2 Learning Objectives 1. Describe integrated marketing communication (IMC). 2. Outline the steps in developing integrated marketing communication 3. Describe the communication process beginning with selecting a message, media, message and collecting feedback. 4. Define the ways of setting an integrated marketing communication budget 5. Describe the nature of media advertising and evaluation in terms of communication and sales outcomes.
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3 Integrated Marketing Communication (IMC) IMC entails co-ordinating the organisation’s promotional efforts using such major communication elements as: advertising, sales promotion, public relations, direct and online marketing, and personal selling.
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4 Integrated thinking begins here 360 Degree Degree Experience Experience Desired Desired message idea message idea Advertising Advertising Direct Direct Marketing Marketing Personal Personal selling Promotions Promotions PR PR Collateral Collateral Interdependency of Contacts Integrated communications delivery Interactive Interactive
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5 Classification of IMC Tools Integrated Communication media Mass Media Targeted In-store One-to-one
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6
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7 Elements In The Communication Process
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8 Potential gaps to look for Goals
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Chapter_12A - IMC & Advertising Principles (week 11) 1...

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