The goal of imc is to use marketing channels in

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The goal of IMC is to use marketing channels in conjunction so that the sum exceeds the total of the individual channels. The proliferation of media has led many firms to shift their promotional dollars from advertising to direct marketing, website development, product placements, and other forms of promotion in search of the best way to deliver messages to their target audiences.
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Elements of An Integrated Marketing Communications Strategy We now examine the individual elements of IMC and the way each contributes to a successful IMC campaign. Exhibit 17.3….
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Elements of an Integrated Marketing Communication Strategy Interactive Passive Ofine O n l i n e Personal selling Sales promotions (e.g., contests) Direct marketing (e.g., telemarketing) Direct marketing (e.g., mobile marketing) Online marketing (e.g., blogs, social media Advertising Sales promotions (e.g., coupons) Public relations Direct marketing (e.g., catalogs) Direct marketing (e.g., e-mail marketing)
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Advertising Perhaps the most visible of the IMC components, advertising entails the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas. Extremely effective for creating awareness of a product or service and generating interest.
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Advertising Most visible element of IMC Extremely effective at creating awareness and generating interest Courtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc. Terry Tate Office Linebacker
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Public Relations Public relations (PR) is the organizational function that manages the firm’s communication to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. PR activities support the other promotional efforts by the firm by generating free media attention (Chapter 18).
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Public Relations (PR) “Free” media attention Importance of PR has grown as cost of other media has increased Consumers becoming more skeptical about marketing, PR becoming more important Courtesy Citirx Online, LLC
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Sales Promotions Sales promotions are special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase (POP) displays. Marketers typically design these incentives for use in conjunction with other advertising or personal selling programs.
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