BU352 Chapter 14: Integrated Marketing Communications
Document Summary
Consumers won"t buy new products and services unless they are aware of them. Consider how to communicate the value of a new product/service (value proposition) to the target. Integrated marketing communications (imc) represents promotion variety of communication disciplines in combination to provide clarity, consistency, and max. communicative impact. Imc programs regard each of the firm"s marketing communications elements as part of a whole, each of which offers a different means to connect with the target audience. We apply these steps specifically to advertising, the same process can be used when planning sales promotions, direct marketing, public relations, and electronic media. As # of communication media has increased, understanding how best to reach target = complex. The sender: where the message originates from; must be clearly identified to the intended audience: deceptive advertising: representation, omission, act, or practice in an ad that is likely to mislead consumers acting reasonably under the circumstances.
