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Chapter 12

Integrated Marketing Communications

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
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Section 1
Introduction to Integrated Marketing Communications
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Introduction to Integrated Marketing Communications

Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels.

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The Communication Process

Organizations must keep in mind the internal and external factors that influence audience perception during the communications process.

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Consumer Perception of Communication

Analyzing how consumers access marketing messages can help brands discover consumers' preferences for how to receive information.

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AIDA Model

The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.

Section 2
Understanding Promotion
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Defining Promotion

As a key marketing element, promotion comprises communications tactics used to educate consumers, increase demand, and differentiate brands.

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The Many Goals of Persuasion

Promotional tactics are frequently used by companies to persuade consumers to choose their products over competing brands.

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Identifying Prospects

Organizations must identify prospective customers and understand their needs and wants to improve the odds of making a sale.

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Encouraging Product Trials

Promotional tactics such as free samples and discounts are often used to encourage consumers to participate in product trials.

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Stimulating Demand

For brands to successfully stimulate consumer demand, they must understand consumer needs and motives.

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Reminding and Retaining Customers

Organizations have shifted to using personalized promotional tactics to retain customers and encourage repeat sales.

Section 3
The Promotion Mix
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Advertising

Advertising communicates a message to a targeted audience and generates feedback in the form of a sale or other action taken by a consumer.

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Personal Selling

Marketing impacts personal selling and improves the selling environment by increasing exposure to potential customers.

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Sales Promotion

Sales Promotion stimulates market demand, product availability and coordinates public selling, advertising and public relations.

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Public Relations

Public relations is the management of a message between an individual or organization and the public.

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Social Media

Social media as a marketing tool is versatile, far-reaching, fast, inexpensive, fosters brand awareness, and can improve customer service.

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Direct Marketing

Direct marketing goes direct to customers via telephone, mail, fax, TV, radio, online, magazines, newspapers or face-to-face.

Section 4
Selecting the Promotion Mix for a Particular Product
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Promotional Objectives

There are three main promotional objectives: inform the market, increase demand, and differentiate a product.

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Stages in the Product Life Cycle

There are four stages in the product life cycle: introduction, growth, maturity, and decline.

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Target Market Characteristics

The different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related.

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Characteristics of the Product

The unique characteristics of a product should be used as inputs in determining the product's marketing mix.

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Types of Buying Decisions

Different types of buying decisions can involve logical, impulsive, and emotional motivations.

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Funds Available Relative to Costs

Marketing departments need to look at what types of advertising are available that will keep them within budget.

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Push and Pull Strategies

Push and pull strategies are promotional strategies used to get the product to its target market.

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Trade vs. Consumer Promotions

Trade promotions are targeted toward retailers while consumer promotions are targeted toward consumers.

Section 5
Integrated Marketing Communications
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Setting Goals

The ultimate goal of IMC is to unite all aspects of marketing communications so they work together seamlessly and harmoniously.

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Determining a Budget

Marketing budgets aid in the planning of operations by forcing managers to prioritize activities and consider how conditions may change.

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Measuring Success

Continuous monitoring of performance against predetermined targets is essential in achieving effective & efficient integrated marketing communications.

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The Growing Importance of Word of Mouth

Because of the increased role of sharing - or online "word of mouth" - the way many products and services are marketed has changed.

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Boundless Marketing by Boundless
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Marketing Channels
  • Marketing Channels in the Supply Chain
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Chapter 12
Integrated Marketing Communications
  • Introduction to Integrated Marketing Communications
  • Understanding Promotion
  • The Promotion Mix
  • Selecting the Promotion Mix for a Particular Product
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Advertising and Public Relations
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