17 - 2009 Post

17 - 2009 Post - Integrated Marketing Communications...

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1 Integrated Marketing Communications Chapter 17 Integrated Marketing Communications Message – What you have to say Channel – Advertising – Publicity – Sales promotion – Events – Sponsorships Integrated Marketing Communications Also known as: Integrated Marketing Relationship Marketing Marketing Public Relations Value Added Public Relations Integrated Communications Integrated Marketing Communications Defined: “The process of managing all sources of information about a product which behaviorally moves the customer toward a sale and maintains customer loyalty.” Medill School of Journalism, Northwestern University Integrated Communications Defined: “When all brand and corporate messages are strategically coordinated , the effect is greater than when advertising, sales promotion, marketing PR, packaging, are planned and executed independently, with each area competing for budgets and power and in some cases, sending out conflicting messages.” Thomas Duncan, University of Colorado Integrated Communications Key to IMC – Communications present a consistent, unified image and identity in all communication activities
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2 Integrated Marketing Communications Marketing The business of moving goods from the producer to the consumer. Public Relations The management of communications between an organization and its publics. Integrated Marketing Communications Marketing Personal Selling Advertising Direct Marketing Sales Promotion Events Sponsorships Public Relations Publicity Marketing Typical responsibilities: Customer research Product development Pricing Distribution Sponsorships Advertising Sales promotion Public Relations Typical responsibilities: Media relations Public opinion Publicity Internal communications Government relations Community relations Investor relations Integrated Marketing Communications Major areas of consumer communications: (Marketing Mix) Personal Selling Advertising Direct Marketing Sales Promotion Public Relations Events & Sponsorships Integrated Marketing Communications Marketing and Public Relations are generally equal in
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17 - 2009 Post - Integrated Marketing Communications...

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