MKTG13-302 Lecture Notes - Lecture 1: Integrated Marketing Communications, Social Media Marketing, Digital Marketing
15 Jun 2018
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Week 1 Notes Promotional Design and Planning
Week 1
Integrated Marketing communications
• Integrated marketing communications is important as it
creates a comprehensive plan that maximises the
potetial ipat of the fir’s ailities ad aitais a
consistent unified image
• It ensures that the promotional element in in
coordination with the client.
Growing Importance of IMC
• IMC is important as it promotes synergy within the
business and is more efficient and effective way of
running programs
• It has the ability to adapt to the changing environment
and integrates various communication functions
Promotional Mix
• Advertising
o Paid form of non-personal communication mass
media
• Direct marketing
o Communicating directly with target customers
▪ Direct response advertising
• The customer purchasing goods directly
from the manufacturer
• Social media marketing
o The presence on an online platform that spreads
brand awareness and promotes particular products
• Digital internet marketing
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