MARK 453 Lecture Notes - Lecture 1: Marketing Buzz, Competitive Intelligence, Guerrilla Marketing

• School: Concordia University
• Department: Marketing
• Course: MARK 453
• Professor: Caroline Roux

Document Summary

Develop and execute an effective imc campaign. Support the imc campaign with appropriate communication tools. Identify potential ethical/moral issues related to the campaign. Co(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374)s (cid:272)a(cid:374) (cid:862)fail(cid:863) at a(cid:374)(cid:455) step of the p(cid:396)o(cid:272)ess. Convey a clear and consistent message across platforms. Plan: situational analysis, competitive intelligence, customer research, marketing objectives. Imc plan: situational analysis, competitive intelligence, customer research, target audience, imc objectives. Strategy: creative strategy, media strategy, budget, schedule, evaluation. Book chapter 1 integrated marketing communications (imc) Might occur at any stage: clutter remains most common form of noise. 1. 3 what trends are affecting marketing communications: current trends affecting marketing communications, emphasis on accountability and measurable results. Leaders expect agencies to produce tangible outcomes. Should yield measurable gains in sales, market share, brand awareness, customer loyalty or other observable results: explosion of the digital arena. Internet-based marketing communications have evolved from individual web advertisements to interactive websites, blogs and social networks.