Advertising

Chapter 1- updates its coverage of IMC examples and fundamentals and continuous to provide a model
of marcom process that structures the text as well as provides a useful framework for comprehending
the strategic and tactical aspects of marketing communication.

Summary
This opening chapter has overviewed the fundamentals of IMC and
provided a framework for thinking about all aspects of marcom
decision making. IMC is the coordination of the promotional mix
elements with each other and with the other elements of the brand’s
marketing mix such that all elements speaks with a one voice.
One of several key features of IMC is the use of all sources of brand or
company contacts as potential message delivery channels. Another key
feature is that the IMC process starts with the customer or prospect
rather than the brand communicator to determine the most
appropriate and effective methods for developing persuasive
communication programs.
This chapter has provided a model of the marcom process to serve as a
useful integrative device for better structuring and understanding the
topics covered throughout the reminder of the text. Fundamental
decisions include choosing target market, establishing a brand
positioning, setting objectives and determining a marcom budget.
These decisions are evaluated by comparing measured results against
brand-level communication objectives.