Integrated Marketing Communications

Chapter 1

Marketing as: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Exchange: For exchange to occur, there must be two or more parties with something of value to one another, a desire and ability to give up that something to the other party, and a way to communicate with each other.

Relationship marketing: which involves creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

Mass customization: whereby a company can make a product or deliver a service in response to a particular customer’s needs in a cost-effective way.

Integrated Marketing Communications (IMC): which involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers.

According to 4A’s IMC is : a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.

Reasons for Growing Importance of IMC:

From To

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Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.

The Promotional Mix: Promotion: the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.

1) Advertising: any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor....