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Integrated Marketing Communications
Pickton and Broderick (2001)
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The basics of IMC Clarity Consistency Continuity
Complementary Communications Economical Efficient Effective Enhancing
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Integrating what? Agencies (all organisations involved in planning and implementing) Contacts (with the publics through any media or promotional activity) Messages (about products, brands, personalities, companies) Objectives (all campaigns aligned to corporate strategy)
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P&B’s wheel of IMC IMC aims to integrate Image and Brand Management
(one-to-many communications) with Customer Contact Management (one-to-one communications)
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One to many P&B (2001) p 8
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Marketing Communications
The Hub of the Wheel Public Relations Personal Selling Integrated Marketing Communications Planning Information Centre Database Management Sales Promotion Advertising
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Image and Brand Management
What role in B2B? What communications concepts and models help to understand this role? Hierarchy of effects models Communications models Consideration sets
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Trade partner support essential for success of consumer promotional campaigns
awareness point of sale materials incentives
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The role of print Advertising results in lead generation
Print can be the first response or a support to sales visits Catalogues, brochures, data sheets capabilities brochures technical bulletins, test reports and applications histories
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What role in relationship marketing?
Does the website render the printed brochure obsolete?
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