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Objectives Identify elements of an Integrated
Marketing Communications (IMC) program. Describe
how these elements can generate revenues for an
innovative, consumer packaged-goods product
Frito-Lay STAX potato crisps. Assignment
Introduction In the past, organizations designed
their advertising programs without consulting
departments or agencies responsible for sales
promotion or public relations. The result was an
uncoordinated and, in some cases, inconsistent
overall communication effort. Today, savvy
marketers like Frito-Lay use an IMC program to
coordinate all promotional activitiesadvertising,
personal selling, sales promotion, public
relations, and direct marketingto provide a
consistent message across all target audiences.
At a new-product launch, a truly complete IMC
program includes communications targeted at both
distributors (jobbers) and retailers in the
channel of distribution as well as those targeted
at ultimate consumers.
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