what is an integrated marketing communications program
TRANSCRIPT
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What is an integrated marketing communications program?
-A.Tejitha ReddyIIT Hyderabad
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Companies must adopt a “360 ◦
view “ of consumers to fully
understand the different ways in
which communication
can affect consumer
behavior in daily life.
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“Planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant
to that person and consistent over time ”
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Skill
fully
com
bine
s
var
iety
of
com
mun
icat
ion
disc
iplin
es to
Prov
ide:
Clarity
Consistency
Maximum impact
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Coordinating Media
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Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach.
Coordinating Media
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Promotions can be more
effective when
combined with
advertising.
Coordinating Media
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Coordinating Media
Companies can coordinate their online and offline
communication activities.
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Implementing imc
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Implementing imc
Large ad agencies have acquired
promotion agencies, public relations firms,
package design consultancies, web site developers, and direct mail houses and are redefining
themselves as “Communications
Companies”.
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Implementing imc
IMC can produce stronger message consistency and
help build brand equity and
create greater sales impact.
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Forces management
to think about
everyway the customer comes in
contact with the company,
how it communicate
s and the relative
importance of each vehicle, and timing
issues
Implementing imc
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Implementing imc
Improves company’s ability
to reach the right customers
with the right messages
at the right time and in the right place.
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Disclaimer:Created by
Tejitha Reddy Ajjuguttu, IIT Hyderabad,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Contents:Marketing Management ,A South Asian Perspective
!6th Chapter
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