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Revision as of 07:27, 4 February 2015
, 4 February 2015→Session 3 - Integrated marketing communications
(+ definition of IMC from w:American Association of Advertising Agencies via Wikipedia) |
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'''[[w:Integrated Marketing Communication|Integrated Marketing Communication]] (IMC)''' is the application of consistent [[w:brand|brand]] messaging across both traditional and non-traditional [[w:marketing channel|marketing channel]]s and using different [[w:promotional|promotional]] methods to reinforce each other. ( Wikipedia ) | '''[[w:Integrated Marketing Communication|Integrated Marketing Communication]] (IMC)''' is the application of consistent [[w:brand|brand]] messaging across both traditional and non-traditional [[w:marketing channel|marketing channel]]s and using different [[w:promotional|promotional]] methods to reinforce each other. ( Wikipedia ) | ||
::The first definition for integrated marketing communication came from the [[w:American Association of Advertising Agencies|American Association of Advertising Agencies]] (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a [[w:marketing|marketing]] campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "<ref>{{cite web|url= http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html |title=integrated marketing communications (IMC) |publisher=Business Dictionary Online |accessdate=5 February 2014}}</ref> ( Wikipedia on [[w:Integrated marketing communications#History|history of IMC]] ) | ::The first definition for integrated marketing communication came from the [[w:American Association of Advertising Agencies|American Association of Advertising Agencies]] (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a [[w:marketing|marketing]] campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "<ref>{{cite web|url= http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html |title=integrated marketing communications (IMC) |publisher=Business Dictionary Online |accessdate=5 February 2014}}</ref> ( Wikipedia on [[w:Integrated marketing communications#History|history of IMC]] ) | ||
:::: IMC makes use of '''[[w:Multichannel marketing|Multichannel marketing]]''' is the ability to interact with potential customers on various platforms. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. ( Wikipedia ) | |||
== Session 2 - Storytelling and corporate communication == | == Session 2 - Storytelling and corporate communication == | ||