chapter12 - Chapter 12 Integrated Marketing Communications...

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Chapter 12: Integrated Marketing Communications Building strong relationships
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IMC is… the coordination and integration of all marketing communications tools into a seamless program that maximizes the impact on consumers at a minimal cost.
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IMC includes Advertising in traditional media Ambient media Sales promotion Public relations Promotional products Special packaging Sponsorships Cause-related marketing Guerilla marketing Product placement and branded content
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Ambient advertising Advertising that occurs in non- standard media outside the home. Sides of buildings Grocery carts Egg cartons Trash cans Bar coasters Crosswalks Escalators Shopping bags Anywhere you can imagine
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Sales promotion Short term incentives include: Contests, sweepstakes, and games Premiums Coupons Sampling Continuity programs Rebates Point-of purchase advertising Push and pull strategies
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Special packaging
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