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Revision as of 08:55, 4 February 2015
, 4 February 2015adding learning objectives for session 2 to 3
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== Session 2 and 3 - Integrated marketing communications == | == Session 2 and 3 - Integrated marketing communications == | ||
Problem: ? | |||
Learning objectives: | |||
# ) How to communicate [[w:value proposition]] through channels | |||
# ) How to integrate different chanels to send a coherent message? | |||
# ) Challenged in IMC | |||
# ) Good / bad examples of IMC | |||
'''[[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]] ) | ||