Integrated Marketing Communications

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Integrated Marketing Communications
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IMC

• Any form of persuasive communication designed to
  inform consumers and to influence them to
  purchase
• Includes publicity (PR), promotion, and
  advertising
• NOTE Called PROMOTION in text

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Advertising

• Any sales presentation that is non-personal in
  nature and is paid for by an identified sponsor

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Goal of Advertising
Pizza Hut

• Stimulate immediate purchase
• Create goodwill
• Increase traffic
• Build a brand

Pedigree
Chevy
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Humor in Advertising

• Attract attention
• Create positive association with product
• Wear-out factor is lower

Superfan
Doritos - Crystal Ball
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Dangers of Humorous Ads

• Possibly offend
• May remember commercial, not product

Snickers
Boost Mobile
Terry
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Media Selection Criteria

• How large a geographic region am I trying to
  reach?
• Which media reach my customers?
• What is my budget?

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Advertising Medium Choices

• Newspaper
• Radio
• Television
• Magazines
• Direct Mail
• World Wide Web
• Outdoor Advertising

Outdoor Media
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Advertising Medium Choices

• Telephone Directory
• Specialty Items
• Other
• Product placement in movies
• Body ad placement

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Promotion

• Non-personal efforts that are designed to
  increase market demand
• Includes coupons, sales, contests, gifts

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Public Relations

• attempt to gain positive recognition for business
• goal is to win favor with the general public and
  achieve an implied endorsement from the media
• publish a newsletter, offer to be interviewed,
  sponsor a seminar, write news articles
• Includes event sponsorship, cause marketing