Chapter 18: Integrated Marketing Communication

Integrated Marketing Communications (IMC)
represents promotion of 4 ps (ads, selling, promotion, pr, direct marketing, in combination to provide clarity, consistency, and maximum communicative input)
communication processs
sender (firm), transmitter (encodes), communications channel (media), receiver (consumer decodes message)
AIDA Model
Awareness, interest, desire, action (think, feel, do)
the lagged effect
delayed response to a marketing communication campaign
Elements of IMC straregy
Advertising, public relations, sales promotions, personal selling, direct marketing, online marketing
rule of thumb methods (allocation for marketing)
competitive parity, percentage of sales, available budget
objective and task method (allocation for marketing)
objectives, media, costs (then sum all)

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