Professional Documents
Culture Documents
• Branding
• What can be branded
• Brand Equity
Terminology
• Advertising
• Promotion
• Communication
Defining IMC
Out-of-home Direct
media marketing
Target Audience
Personal Sales
selling Promotion
Point-of-
Product
purchase Word-of- Events and
placements
(displays, mouth sponsorship (TV and movies)
packaging)
Integrated Marketing Communications
Sales
Sales
Publicity Direct
Packaging promotion
Point of promotion response
purchase
Media
Media Packaging
Point of
Special
purchase
Adver-
Adver-
events Public
tising
tising Direct
relations
Publicity response
Public
relations
Interactive
Direct Interactive
marketing Direct Special
marketing
marketing
marketing events
Brands communicated
Integrated Marketing Communications Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination