Chapter 12
Integrated Marketing Communications
By Boundless
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Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels.
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Organizations must keep in mind the internal and external factors that influence audience perception during the communications process.
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Analyzing how consumers access marketing messages can help brands discover consumers' preferences for how to receive information.
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The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.
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As a key marketing element, promotion comprises communications tactics used to educate consumers, increase demand, and differentiate brands.
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Promotional tactics are frequently used by companies to persuade consumers to choose their products over competing brands.
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Organizations must identify prospective customers and understand their needs and wants to improve the odds of making a sale.
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Promotional tactics such as free samples and discounts are often used to encourage consumers to participate in product trials.
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For brands to successfully stimulate consumer demand, they must understand consumer needs and motives.
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Organizations have shifted to using personalized promotional tactics to retain customers and encourage repeat sales.
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Advertising communicates a message to a targeted audience and generates feedback in the form of a sale or other action taken by a consumer.
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Marketing impacts personal selling and improves the selling environment by increasing exposure to potential customers.
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Sales Promotion stimulates market demand, product availability and coordinates public selling, advertising and public relations.
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Public relations is the management of a message between an individual or organization and the public.
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Social media as a marketing tool is versatile, far-reaching, fast, inexpensive, fosters brand awareness, and can improve customer service.
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Direct marketing goes direct to customers via telephone, mail, fax, TV, radio, online, magazines, newspapers or face-to-face.
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There are three main promotional objectives: inform the market, increase demand, and differentiate a product.
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There are four stages in the product life cycle: introduction, growth, maturity, and decline.
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The different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related.
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The unique characteristics of a product should be used as inputs in determining the product's marketing mix.
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Different types of buying decisions can involve logical, impulsive, and emotional motivations.
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Marketing departments need to look at what types of advertising are available that will keep them within budget.
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Push and pull strategies are promotional strategies used to get the product to its target market.
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Trade promotions are targeted toward retailers while consumer promotions are targeted toward consumers.
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The ultimate goal of IMC is to unite all aspects of marketing communications so they work together seamlessly and harmoniously.
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Marketing budgets aid in the planning of operations by forcing managers to prioritize activities and consider how conditions may change.
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Continuous monitoring of performance against predetermined targets is essential in achieving effective & efficient integrated marketing communications.
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Because of the increased role of sharing - or online "word of mouth" - the way many products and services are marketed has changed.