PDF | Promotion is one of the four major elements of the marketing mix. Therefore , an integrated marketing communications (IMC) strategy. In fact, helping 'joined-up marketing'. customers is the only reason a company exists, as Marketing communications have to be integrated American guru Peter . PDF Drive is your search engine for PDF files. As of today we have Placement and Evolving. Aspects of Integrated Marketing Communication eBook.

Integrated Marketing Communications Pdf

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Research objective to be addressed: To discuss marketing, marketing communication, integrated marketing communication and OOH advertising media from a. After the introduction of Integrated Marketing Communication (IMC), it has developed into one of the most influential managerial structures and. Developing the Integrated Marketing Communications Program. Chapter Objectives. 1. To examine the marketing communication func- tion and the growing.

The convergence of all media into web-like forms suggests Copyright Music Business Eduction 4 that the web is actually media neutral resulting in kind of level playing field that further heightens the need for an orchestrated, integrated dance.

Some key things to look for include:! There should be no isolated promotional items avoid random ill redirected or ill-timed collateral. If you can determine the how on a daily basis the typical audience member interacts with various media by creating an avatar and then confirming via research then you have a good chance of determining touchpoints.


These existing interactions can and should be incorporated into new planning a new IMC campaign. As much as any organisation can befriend customers, and IMC plan should seek to create or enhance genuine relationships.

This is most often a ideal scenario so perhaps get used to senior management never giving you enough cash to meet a given goal. Finally, direct marketing implies a direct-to-customer business model that inevitably requires companies to provide an acceptable level of customer service and interaction to win new customers and retain their business.

Digital Marketing: Web Sites Inform, Entice, Engage Digital marketing is an umbrella term for using a digital tools to promote and market products, services, organizations and brands. As consumers and businesses become more reliant on digital communications, the power and importance of digital marketing have increased.

The direct marketing section of this chapter already discussed two digital tools: email and mobile marketing, which fit into both categories. This section will discuss other essential tools in the digital marketing tool kit: Web sites, content marketing and search-engine optimization SEO , and social media marketing. What Makes Digital Marketing Tools Unique In part, digital marketing is critically important because people use digital technologies frequently, and marketing needs to happen where people are.

But digital marketing tools also have other unique capabilities that set them apart from traditional predigital marketing communication tools. These capabilities make them uniquely suited to the goals of marketing. Asking consumers to passively view an advertisement is no longer enough: now marketers look for ways to interact.

Integrated Marketing Communications Books

This means digital marketing tools are also mobile and portable: consumers can access them—and they can access consumers—virtually anytime and anywhere through digital devices.

Digital marketing can reach people in places and ways that simply were not possible in the past. Many physical limitations fall away in the digital world. Highly measurable and data driven.

Digital technologies produce mountains of data about who is doing what, when, how, and with whom. Shareable: Because digital marketing tools are digital, it is easy to share them at low or no cost—a benefit for marketers and for consumers who find content they want to share virally. People routinely share videos, games, Web sites, articles, images, and brands—any number of overt or covert marketing artifacts.

In fact, the degree to which something is shared has become a key metric to confirm how successful it is as a marketing vehicle.

Digital marketing tools now facilitate extremely rapid, efficient, global sharing. They help amplify and reinforce the messages targeting consumers through other media.

Promotion: Integrated Marketing Communication (IMC)

A good Web site provides evidence that an organization is real, credible, and legitimate. Once the Web site is established, it can continue to be fairly easy and inexpensive to maintain if the organization uses cost-effective and user-friendly tools. On the other hand, sophisticated Web sites can be massively expensive to build and maintain, and populating them with fresh, compelling content can devour time and money.

Advantages and Disadvantages of Web-Site Marketing Web sites have so many advantages that there is almost no excuse for a business not to have one. Effective Web-site marketing declares to the world that an organization exists, what value it offers, and how to do business. Web sites can be an engine for generating customer data and new business leads. An electronic storefront is often dramatically less expensive than a physical storefront, and it can serve customers virtually anywhere in the world with internet access.

Web sites are very flexible and easy to alter. Organizations can try out new strategies, content and tactics at relatively low cost to see what works and where the changes pay off. At the same time, Web sites carry costs and risks.

They do require some investment of time and money to set up and maintain. For many organizations, especially small organizations without a dedicated Web-site team, keeping Web-site content fresh and up-to-date is a continual challenge.

From 360° communication to integrated marketing communication

Organizations should make wise, well-researched decisions about information infrastructure and Web-site hosting, to ensure their sites remain operational with good performance and uptime. Companies that capture and maintain customer data through their Web sites must be vigilant about information security to prevent hackers from stealing sensitive customer data.

Search-Engine Optimization and Content Marketing Search-engine optimization SEO is the process of using Internet search engines, such as Google, Bing, and Yahoo, to gain notice, visibility, and traffic from people conducting searches using these tools. These include Self-review questions, Projects, Comprehensive references, and Selected further reading.

Full glossary serves as an additional resource for students.

Ground-breaking CD! CD Unique and innovative, Integrated Marketing Communications, 2e, now comes with a CD with robust and visually tantalising materials to enhance learning. CD resources 1 Presentation to provide students with an overview of the book and introduce them to the key models and principles of Integrated Marketing Communications IMC.

This slide show alerts students to the interactive component of the text and serves as a useful revision aid. He has many years experience of lecturing and business consultancy.

She has been awarded numerous research excellence prizes from benefactors including the European Marketing Academy, the Chartered Institute of Marketing and the Academy of Marketing; and has over 30 articles in journals, books and conference proceedings. May you drink, and having drunk, may your thirst be quenchedAn electronic storefront is often dramatically less expensive than a physical storefront, and it can serve customers virtually anywhere in the world with internet access.

A disadvantage is that call centres are usually used to handle outbound and inbound telemarketing, which need to be implemented, managed and financed.

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The communication can be in person, by telephone, mail, email or website. In addition to enhancing customer relationships, this type of marketing communications tool can be a powerful source of customer feedback, as well.

However technology has enabled dialogue within a consumer-centric communication platform. Attending to these aspects of personal selling contributes to a strong, trusting relationship between downloader and seller.

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