Section 1
Introduction to Integrated Marketing Communications
Book
Version 3
By Boundless
By Boundless
Boundless Marketing
Marketing
by Boundless
4 concepts
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Introduction to Integrated Marketing Communications
Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels.
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The Communication Process
Organizations must keep in mind the internal and external factors that influence audience perception during the communications process.
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Consumer Perception of Communication
Analyzing how consumers access marketing messages can help brands discover consumers' preferences for how to receive information.
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AIDA Model
The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.