paper 1 - Ashley Sellers MKTG 3740 M/W: 2-3:15 Paper #1...

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Ashley Sellers MKTG 3740 M/W: 2-3:15 Paper #1 Integrated Marketing communications is the harmonization and integration of all the marketing channels in a company which maximizes the impact on the consumer which leads to maximum profit at minimum cost. The approach integrated marketing communication uses is the view of the entire company rather than just an individual component. Its focus is to guarantee uniformity of the message and the corresponding use of media. Traditional advertising and promotion only utilizes one channel from the marketing mix and focuses solely on advertising the message. More Marketers are taking an IMC perspective to their advertising and promotional programs because they consider IMC to be above and below the line including a combination of many such as newspapers, radio, direct marketing, online, TV, sales promotion and as stated earlier this is more cost effective for the companies and traditional advertising and promotion is only above the line combining TV, newspaper, radio and magazines. The network media is
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This note was uploaded on 03/03/2011 for the course MKTG 3730 taught by Professor Staff during the Fall '08 term at Western Michigan.

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paper 1 - Ashley Sellers MKTG 3740 M/W: 2-3:15 Paper #1...

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