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by: Miss Golda Barrows

Promotion MKT 3850

Miss Golda Barrows
GPA 3.8

Edward Friz

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About this Document

Edward Friz
Class Notes
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This 10 page Class Notes was uploaded by Miss Golda Barrows on Wednesday September 23, 2015. The Class Notes belongs to MKT 3850 at Middle Tennessee State University taught by Edward Friz in Fall. Since its upload, it has received 15 views. For similar materials see /class/213120/mkt-3850-middle-tennessee-state-university in Marketing at Middle Tennessee State University.


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Date Created: 09/23/15
Integrated Marketing Communications Chapter 1 Chapter Objectives What role does communication play in marketing programs What is the nature of the communication process How should the communications model be applied to marketing issues What are the characteristics of a fully integrated advertising and marketing communications approach How does the concept of integrated marketing communications pertain to international operations 0 High level of competition Changing surfboard technology 0 Brand image and logo development 0 Advertising Sponsorship opportunities 0 Innovative marketing programs Highly competitive global marketplace Wide varietyof media available for communications Clear communications needed Emerging trends Accountability Change in roles of account executives creatives and brand managers Development of alternative media Integrated Marketing Communications is the coordination and integration of all marketing communication tools avenues and sources within a company into a seamless program which maximizes the impact on consumers and other endusers at a minimal cost The IMC includes all business to business channel customer external communications and internal communications Communication Mix 0 Traditional Price Product Distribution Promotion 0 Promotion Advertising Sales promotions Personal selling 0 Additional components Database marketing Direct marketing Sponsorship marketing Internet marketing Guerilla marketing Alternative marketing The Marketing Plan Situation analysis 0 Marketing objectives 0 Marketing budget 0 Marketing strategy 0 Marketing tactics o Evaluations IMC Components The IMC Foundation Advertising tools IMC Media tools Promotional tools Integration tools Four Stages in Cultivating an IMC System American Productivity amp Quality Center Stage 1 Identify coordinate and manage all forms of marketing communications Stage 2 Communications are examined from perspective of customers Stage 3 Apply information technologies to the IMC program Stage 4 Customer data information and insights used in corporate strategic planning Information technology Changes in channel power Increase in competition Brand parity Integration of information Decline in the effectiveness of television advertising


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