1 Ravi Vatrapu Internet Integrated Marketing Communications (I-IMC) Coyle, J., & Gould, S. (2007). Internet Integrated Marketing Communications (I-IMC): Theory and Practice. Chapter 04 of Internet Advertising. Course Portal: Facebook: Etherpad: Thursday, 17-Feb-2011 EB22: Online Marketing: Lecture 09 Auditorium 4, ITU, Copenhagen, Denmark

I-IMC  Internet Integrated Marketing Communication “ as a two pronged approach for integrating marketing communications: (a)within the Internet platform and (b)within the overall promotional and marketing mixes” (p. 69)  Advertising  Public Relations  Sales Promotion  Purchasing etc.. 2

Types of I-IMC  Integrated Communication within Online Vehicles  One Voice Communications Among Online Vehicles  Coordinated Marketing Communication Campaigns Using Online and Offline Media  Hybrid Advertising Created by Media Convergence  Bundling Effects of a Multiple-Media Experience 3

A Model of I-IMC  Types and Navigational Characteristics of I-IMC  Navigational Characteristics  Reach  Richness  Affiliation  Stickiness  Frequency 4

Discussion 5