INTEGRATED MARKETING COMMUNICATION

Basic Elements of the Promotional Mix

Advertising
Consumers
National Advertising
Retail/Local Advertising
Primary vs. Selective Demand Advertising
Organizations
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Direct Marketing
Direct Response Advertising
Direct Mail
Telemarketing
Catalogs
Shopping Channels
Internet Sales
Interactive/ Internet Marketing
Educates or informs customers
A persuasive advertising medium
A sales tool or an actual sales vehicle
Obtains customer database information
Communicates and interacts with buyers
Provides customer service and support
Builds and maintains customer relationships
Sales Promotion
Introduce new products
Get existing customers to buy more
Attract new customers
Maintain sales in off season
Increase retail inventories
Tie in advertising & personal selling
Enhance personal selling Sales Promotion
Combat competition
Publicity/Public Relations
Publicity Vehicle
Interviews
Feature Articles
News Releases
News Releases
Press Conferences
Public Relations Tools
Corporate Advertising
Cause-related Marketing
Publicity Vehicles
Community Activities
Public Affairs Activities
Special Publications
Special Event Sponsorship
Personal Selling
Target Audience
Broadcast media (TV/radio)
Print media (newspapers, magazines )
Public Relations/ publicity
Internet/ interactive
Direct marketing
Sales Promotion
Product placements (TV and movies)
 Events and sponsorship
Word-of-mouth
Point-of-purchase (displays, packaging)
Personal selling
Out-of-home media
The Marketing Plan
A detailed situation analysis
A marketing strategy and program
A program for implementing the strategy
Specific marketing objectives
A process for monitoring and evaluating performance
Recognized as a business process
Multiple relevant audiences
Demand for accountability and Measurement of Outcomes
IMC is a strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communication programs with consumers,
customers, prospects employees and other relevant external and internal audiences.
The goal of IMC is to generate short-term financial returns and build long-term brand
value.