INTEGRATED_MARKETING_COMMUNICATION

INTEGRATED_MARKETING_COMMUNICATION - 1...

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1 INTEGRATED MARKETING COMMUNICATION ADVERTISING    MARKETING         PUBLIC RELATIONS Background: Decline of Mass Media Proliferation of: o specialized blogs o targeted newsletters o websites o social media Audiences fragmenting New media taking over
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2 Efficiency of one-at-a-time personal messaging Evolution of: o Relationship marketing o Customer relationship marketing (CSR) o Integrated brand communication more… Marketing has traditionally sought competitive advantages:     o Market intelligence o o o Superior sales force o Effective sales and advertising campaigns o Long-term customer relationships o Effective customer communication A solution: Integrated Marketing Communication    
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3 o Practiced informally for many years o Began to become more formalized in the 90’s Challenges:     o o Marketing produces revenue—in most companies, virtually all  the revenue o Corporate Management driven by multiple interests/influences Shareholders - want greater value Employees – want job security, higher salary, benefits, stability Customers – lower prices, higher quality, broader selection
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INTEGRATED_MARKETING_COMMUNICATION - 1...

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