Marketing chap 18

Marketing chap 18 - Integrated Marketing Communications(IMC...

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Unformatted text preview: Integrated Marketing Communications (IMC) – Marketing communication programs that coordinate all promotional activities (advertising, public relations, sales promotions, direct marketing, and personal selling) to provide a consistent message across all target audiences. Characteristics of IMC program: • Creates a single unified voice – by creating a single and powerful brand personality • Begins with the customer – providing the information the customer wants when they want it and in the amount desired • Developing relationships with the customer – long term customer relationships • Involves 2-way communication: it recognizes the importance of feedback • IMC focuses on stakeholders, not just customers • IMC generates a continuous stream of communication • IMC measures its results based on actual feedback: ROI Traditional forms of communications : Advertising – mass media, outdoor advertising Sales promotion – rebates, contests, sweepstakes, coupons Personal selling – presentations by sales staff...
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Marketing chap 18 - Integrated Marketing Communications(IMC...

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