Integrated Marketing Communications 0.0 / 5 ? MarketingPublic RelationsUniversityNone Created by: charlotteCreated on: 13-04-14 12:09 Marketing Bombardment Radio Alarm - adverts, talk show guests, music, product placement Phone - Youtube adverts, twitter TV Post - Offers, personalised letters Walking - Posters, bus stop ads, tube Shops - Counter displays, packaging, BOGOF promotions Work - Email, pop-up, facebook, linkedin Gossip - Friends recommendation Student Newspaper Socialising 1 of 9 Smith et Al What is Integrated Marketing Communications? All marketing techniques working together A strategic maangement process based on economy efficiency and effectiveness Ability to be applied within any type of organisation 2 of 9 What it isn't Pickton, D and Broderick, A How does it fit with corporate communications? Does it include internal communications? Van Riel states corporate communications = Marketing communications = supports product Organisational communications Management communications Brand also supports product and whole organisation = brand 3 of 9 Words to Describe IMC Embedded Holistic Coordinated Combined 4 of 9 Definition Open planning Media neutral Messaging matters Measurement matters CIM research indicates potential £4-10bn payoff 5 of 9 Collaboration Model Consent based dialogue Two-way communications Mutual benefits Consumer incentives Media transparency and full range Respect for privacy and data protection Radical innovation and use of e-comms ROI Performance measurement 6 of 9 Importance of Dialogue Not just PROMOTING TO a target audience BUT COMMUNICATING WITH the target audience Hughes and Fill 7 of 9 Advertising Paid for space Print Online Broadcast Outside Ambient Events Raise awareness or sell 8 of 9 PR Not paid for space Print Online Broadcast Events Secure coverage by persuading others to tell your story 9 of 9
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