COM CM 301 Chapter Notes - Chapter 13 (Integrated Marketing Communications): Integrated Marketing Communications, Peanut Butter, Nippon Professional Baseball

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Edward J Downes

Document Summary

Combines traditional pr with traditional marketing and ads. New way of looking at the whole, realigning communications to look at it the way the customer sees it, flow of information from indistinguishable sources. Analysis of product/service, financial status, personnel, reputation. Swot analysis strengths, weaknesses, opportunities, threats. Four ps in marketing: product, price, place, promotion. Imc assumes that needs of consumers and stakeholders should come first audience-centered, transactional model. Create relationships and get loyalty, not just sell. Audience research customers, employees, media, investors, suppliers, competitors, regulators. What: recall of 3,000+ peanuts resulting in deaths, huge expected industry loss. How: national peanut board (npb) responded quickly to educate consumers and restore trust in usa-grown peanuts. Launched a consumer tracking study to see what was causing the drop and create a program that could address concerns found high awareness, high degree of confusion, lots of information on the internet.