MKTG 3101 Lecture Notes - Lecture 12: Stubhub, Netflix, Integrated Marketing Communications
Document Summary
What is integrated marketing strategy, how to make it work for a brand. Integrated marketing communications (imc): under this concept, the company carefully integrates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. Integrated marketing communications calls for recognizing all touch points where the customer may encounter content about the company and its brands. Each contact with the brand will deliver a message whether good, bad, or indifferent. The company"s goal should be to deliver a consistent and positive message at each contact. Integrated marketing communications ties together all of the company"s messages and images. Its television and print ads have the same brand message as its e-mail and personal selling communications, and its pr materials are consistent with web site, online, social media, and mobile marketing content. Steps in developing effective marketing communication: identifying the target audience. Who will say it: determining communication objectives.
