chapter 14 Flashcards
(13 cards)
What is IMC?
Integrated Marketing Communications is about coordinating all of a company’s communication tools to deliver a clear, consistent, and compelling message across all channels.
Whats the goal of IMC
Build strong customer relationships and reinforce brand identity.
Marketing Communications Mix (or Promotion Mix)
The specific blend of tools companies use to persuasively communicate customer value and build customer relationships.
4 key tools of promotions mix
Advertising, sales promotion, personal selling, and PR
Buyer-Readiness Stages
Awareness → Knowledge → Liking → Preference → Conviction → Purchase
Blending the cverall promotional mix involves
Advertising, sales promotion, and personal selling
Push Strategy
Push product through the channel to consumers (trade shows, sales incentives). Focus on retailers and wholesalers.
Pull Strategy
Create demand so customers seek out the product, pulling it through the channel (advertising, social media). Focus on consumers
Communication Channels
Personal Channels: face-to-face, calls, emails, word-of-mouth, Nonpersonal Channels: media, TV, print, online, Buzz Marketing & Opinion Leaders: Influencers and highly trusted people spreading the message.
Content Marketing
Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, and earned channels
content marketing involves a mix of
Paid Media (ads), Owned Media (websites, social pages), Earned Media (publicity, reviews), Shared Media (user-generated content, social shares)
Steps in Developing an IMC Campaign
Identify target audience → Define communication objectives → Design the message → Choose media to the send the message → Select message source & get feedback
