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Session 3 - Integrated marketing communications

Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia )

The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. " ( Wikipedia on history of IMC )

Session 2 - Storytelling and corporate communication

Long story short: Good stories get told over and over. Bad stories not so.

To stay true to truth in marketing communications is essential for long term positive brand image building. If a corporation is spreading dis- or misinformation about its products it will into muck in no-time.

Session 1 – Storytelling and corporate communication

Wikipedia has an article on PBL – https://en.wikipedia.org/wiki/Problem-based_learning – it may be useful to someone.

Part of the trigger for todays PBL session was this Google Corporation Advertisement video

Problem was to determine the dynamics at play when businesses do image building advertising as a marketing promotion. The opposite of image building advertising is naturally advertising that educates the potential customers of the service and offering provision levels on the market and the price levels on the market.

Learning objectives were to get acquinted with storytelling as a method to do brand promotion.