Integrated Marketing Communications (IMC)- the coordination and integration of all
marketing communications tools within a company into seamless program that
maximizes the impact on consumers and others at a minimal cost.
IMC includes direct
marketing, Internet marketing, sales promotion, PR, promos, sponsorships, cause-related
marketing, guerilla marketing, and advertising.
Push and pull strategies- a push strategy encourages retailers and other intermediaries to
promote, or push, the product to consumers. A pull strategy puts its emphasis on the
consumer, who is expected to demand that the retailer offer the promoted product.
Successful plans combine the two processes. Ex
Weinermobile outside of a
supermarket sells lots of Oscar Meyer products.
Can help a company see immediate
might want to read this in the book, these are just highlights.
PR manages the communication between an org and its “publics”
most common- thru stories that run in the media.
news releases are not used bc they are too promotional and are not relevant to the
Grab attention in the headline, Answer who, what, when,
where, and why.
Maybe send a media kit, with fact sheet.
Answer these questions- How will it benefit your organization?
How will you measure the success of the event? What is the best venue? Who
should be reached? How many should be reached? What can go wrong?
Hope you never need this, but need to know how to respond
Crisis plan starts with risk assessment.
Tell the truth.
Guerilla marketing- 291- the use of unconventional marketing intended to pull max
results from min resources.
Branding defined-36- a brand has a personality.
A brands identity is strategically
planned, purposeful presentation of itself is to gain a positive image in the minds of the
Includes name, logo, tagline, color palette, architecture, sounds.
brand represents to the public is part of its identity.
Identity leads to image-37- How the public perceives the identity is another story—this is
The image is generally a direct result
of the associations people have with the
company or brand identity.
Identity + image = reputation.
The brands “gestalt”- is the
name, logo, tagline, colors, etc, all taken together.
Developing the brands identity—doing the research-43- the type of research req to build
a brands identity involves looking at two different audiences- internal and external.
internal is generally employees and people who have a close connection to the brand.
The external is made up of customers, shareholders, vendors, community, other people.