Integrated Marketing Communication (IMC) The process of using a wide range of
promotional tools working together to create widespread brand exposure. IMC retains the goal of
coordination and synergy of communication, but the emphasis is on the brand, not
The product offered in IMC Marketing
We specialize in doughnuts. The original glazed doughnut is a sought after treat by
As a brand, Krispy Kreme has been very popular for this particular doughnut and has become
a trademark on its own. Cu
1. Members of a Trade Channel Include retailers, wholesalers, and distributors. They
are a target audience for producers of both household and business goods and
services. Personal selling is the most often used promotional tool for this category,
Supporting Brand Management
o Brand A name, term, sign, symbol, or any other feature that identifies on
sellers good or service as distinct from those of other sellers. A brand is often
the most valuable asset owned by a firm.
o Promotion supports brand
Promoting the Company or the Brand Promotional messages can be developed to
build a favorable attitude toward either a brand or the image of the company itself.
o Brand Advertising Advertising that communicates a brands features,
values, and benefits.
Enhancing Revenues and Profits Marketing is the only part of an organization
that has revenue generation as its primary purpose. The marketing process is designed
to generate sales and therefore revenues for the firm.
o Advertising can help create prici
National Promotion Reaches all geographic areas of one nation.
Regional Promotion Promotion concentrated on a large, but not national, region.
Local Promotion Promotion that is directed at an audience in a single trading area,
either a city or state
Chapter 1: The World of Integrated
LO 1: PROMOTION VIA INTEGRATED MARKETING COMMUNICATION
Advertising is an essential marketing tool that helps create brand awareness and brand loyalty.
While advertising is relie
Limits of Mass-Mediated Communication Because the processes of production and
reception are partially independent, there is room for an ad to be misinterpreted. The audience
can interpret an ad in any way that they would like, even if it were not the way
1. Creating an Image and Meaning for a Brand Advertising can actually
deliver a sense of personal connection for the consumer.
2. Building and Maintaining Brand Loyalty in the Trade Marketers can
provide the trade with sales training programs, collateral
Market Entry Options
Started in 1938 in agricultural
Shipbuilding, chemicals, textile
focus in 1970s
Entered into semiconductors
1980s producers of electronic
consumer goods (TVs, VCRs