Contemporary IMC Approach

Contemporary IMC Approach - Contemporary IMC Approach Sales...

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Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Mass media advertising
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Growing Importance of IMC Value of IMC Avoids duplication of marketing efforts Synergy among promotional tools More efficient and effective marketing Rapidly changing environment Consumer behavior Technology Media consumption behavior Proliferation of media
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The Marketing Revolution Shift from traditional media ads to other forms of promotion/nontraditional media Internet and social media changing how companies interact with consumers Power shift: manufacturers to retailers Database marketing Greater ad agency accountability Changes in how ad agencies are compensated
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The Role of IMC in Branding Brand Identity Image or Associations Performance Name Packaging Logo Design Symbols
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Building Brands in a Recession Consumers Spend less money Carefully scrutinize purchases Rethink brand loyalties Willing to trade off or down More price sensitive More value conscious
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Contemporary IMC Approach - Contemporary IMC Approach Sales...

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