BA 320 Lecture 16 Integrated Marketing Communications

BA 320 Lecture 16 Integrated Marketing Communications -...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Promotions:  Integrated Marketing  Communications BA 320 Fall 2010
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Agenda What is Integrated Marketing Communications? Discuss key elements of IMC Campaigns Key Elements of the Communications Model Goals of Communications – the AIDA Model
Background image of page 2
Promotions “Communicate the Value Proposition” for a Good, Service or Experience (Ch. 1) But promotions can also ENHANCE value of a brand for a customer Consider the following promotional elements, many of which are loved, collected and discussed by consumers…
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
http://www.energizer.com/energizer-bunny
Background image of page 4
The IMC (Integrated Marketing Communications) approach All marketing communications elements reinforce a single strategic and differentiating message about the brand to consumers/customers. By taking this approach, what benefits can companies accrue? Why might some firms NOT want to take an IMC approach? Also called “marcom”
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Resistance to IMC “Functional Silos” Advertising E-commerce Sales Promotion
Background image of page 6
Lack of expertise in all IMC areas
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/08/2011 for the course BADM 320 taught by Professor Staff during the Fall '08 term at University of Illinois, Urbana Champaign.

Page1 / 21

BA 320 Lecture 16 Integrated Marketing Communications -...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online