Management and Organizational Studies 2320A/B Lecture Notes - Lecture 10: Integrated Marketing Communications, Personal Selling, Investor Relations
16 Sep 2016
School
Department
Professor
MOS 2320 Lecture 10
June 16, 2016
➢ IMC
Integrated marketing communications is the integration by the company of its communication
channels to deliver a clear, consistent, and compelling message about the organization and its
products
o CMO – chief management officer
o The new marketing communications landscape
▪ Consumers are better informed
▪ Huge variety of media choices and communication
▪ Less mass marketing
▪ Rapidly changing communications
▪ Technology
o Text: encoding [5-8] – planning [10-29] – tools [30-43]
o Today: encoding – tools (incl. online) – planning
➢ Communication process
➢ IMC tools
o Advertising
Still done by advertising agencies but now incorporates awards, display, social media
o Public relations
Still done by PR Firms but now incorporates social media, websites, blogs
o Sales promotions
Still done traditionally – often by specialized Sales Promotion Agencies – but now
incorporates online coupons and promotions
o Direct
Still done by specialized direct ad catalogue production firm
o Personal selling
➢ IMC: advertising
o Most visible element of IMC
o Extremely effective at creating awareness and generating interest
▪ Broadcast, print, outdoor, radio, Internet…
o Advertainment
o Online: Advertising
▪ Search
By far the biggest, mostly Google
▪ Display
Includes: BANNER (Google, Facebook) VIDEO which is mostly YouTube (Google)
▪ Mobile
BIG trend!
➢ IMC: Personally Selling
o Expensive
➢ IMC: Direct Marketing
o Catalogues
o Direct response TV
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Still done by advertising agencies but now incorporates awards, display, social media: public relations. Still done by pr firms but now incorporates social media, websites, blogs: sales promotions. Still done traditionally often by specialized sales promotion agencies but now incorporates online coupons and promotions: direct. Still done by specialized direct ad catalogue production firm: personal selling. Imc: advertising: most visible element of imc, extremely effective at creating awareness and generating interest, broadcast, print, outdoor, radio, internet , advertainment, online: advertising, search. By far the biggest, mostly google: display. Includes: banner (google, facebook) video which is mostly youtube (google: mobile. Imc: direct marketing: catalogues, direct response tv. Informative or commercial: direct mail/ email, kiosk, personal selling. Imc: public relations: free media attention. Importance of pr has grown as cost of other media has increased: as consumers become more skeptical about marketing, is pr becoming more important, lobbying, public affairs, product publicity, press relations or press agency.
