1. An Introduction to Integrated Marketing Communications
Chapter 1
An Introduction to Integrated Marketing Communications

2. Chapter 1 - Learning Objectives
Understand the concept of integrated marketing communications (IMC)
Identify the components of the promotional mix
Explain the IMC Planning Model

3. Integrated Marketing Communications (IMC)
the intentional coordination
of every communication
from a firm to a target customer
to convey a consistent and complete message

4. Promotional Mix Advertising Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity/Public Relations
Personal Selling

5. IMC Planning Model Step 1 – Review marketing plan
Step 2 – Analysis of promotional program situation
Step 3 – Analysis of communications process
Step 4 – Budget determination
Step 5 – Develop IMC program
Step 6 – Integrate & implement communications strategies
Step 7 – Monitor, evaluate & control IMCs program