University:
California State University, Northridge
Course:
MKT 440 | Integrated Marketing Communications
Academic year:

2023
Views:

229

Pages:

2
Author:

Mahmoud M.

Integrated marketing communication Integrated Marketing Communications (IMC) - Communication is the process of transferring information between and/or between individuals and organizations - Marketing communication is a specialty - Purpose: Getting All Different Marketing Mixes Working Together to Deliver a Common Message connect - IMC Uses all communication tools and networks together to maximize business communication. - Represents Promotion P, including various disciplines Advertising Personal Selling Advertising Public Relations Direct Marketing Online / Social Media Consumer Communications Messaging 4 Send Messages and 4 Messages (Chat 4) Marketing Department) -> Communication Channel (Media) -> Buyer (Consumer) Decoding Message Differently AIDA Model Awareness (Thinking) Interest (Emotion) Desire (Thinking) Action (4 Doing 4 Effects) -44 'always an immediate effect not - Multiple Risks Frequently Necessary - Difficulty in identifying which leads to purchase Elements of IMC Strategy Participation Offline Online Passive 4 Advertising Focus 1. Agency Advertising 2. Product Oriented Advertising Step 1: Identify the Audience - The success of the ad depends on the ability of the advertiser to identify the target audience - The company conducts research to determine the target audience, determines the tone of the ad, and chooses the medium Second Step: Purpose to announce To inform To persuade To warn