Management and Organizational Studies 3322F/G Lecture Notes - Lecture 1: Integrated Marketing Communications, Marketing Communications, Marketing Plan

50 views20 pages

Document Summary

Integrated marketing communications is the coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience. Todays environments are changing rapidly with the influence of technology. Must deliver the same core message over a large variety of media in order to successfully engage target market: identify components of the imc mix. Imc has seven core elements: advertising, digital communications, sales promotions, personal selling, experiential marketing, direct response, public relations. The placement of persuasive messages that seek to inform and persuade the target market about their products, services, organization, or ideas. Helps build an image for the product by presenting the features, attributes, and benefits of the product in a persuasive manner. Used to communicate a specific offering to encourage an immediate response from the target market. Commercial messages placed on the internet, a cell phone, or other personal devices. This is the fastest growing form of advertising.