BUS 343 Chapter Notes - Chapter 12: Integrated Marketing Communications, Database Marketing, Marketing Communications

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Jason Ho

Document Summary

Imc includes sources of planned and unplanned messages as well as marketing mix. Imc creates a single unified voice: consumers may be confused through different messages sent about a same product. Imc program focus on all communication elements creating a single and powerful brand personality. Imc also considers less obvious forms of communication: way company personnel talk on the phone, uniform etc. Imc seeks to develop relationships with customer: marketers must continuously communicate with each customer or else risk losing to competition. Imc generates a continuous stream of communication: tactics using many different elements of the communication, provide continuous stream of communication ensures that customers receive information on a regular basis and in the right amount. Imc measures results based on actual feedback: suggest only adequate measure of a promotional campaign"s effectiveness is to evaluate the marketing roi, most firms are seeking measure of accountability for their communication budgets and demand results.