By Philip Kitchen, Patrick de Pelsmacker
This textbook is the 1st introductory primer on built-in advertising communications. It combines conception and perform to teach scholars of promoting how various features of built-in advertising communications (IMC) interact.
Setting the scene during which IMC has emerged, the authors explain each one element of the promotional combine and cross directly to clarify the method of useful integration. The textual content contains key case reports on businesses, together with Proctor and Gamble, NSPCC and Ardi, illustrating the sensible facet of IMC as well as an creation to the most theories at paintings. together with an extra research Guide at the again, this book might be a necessary source for college kids of selling and advertising communications.
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Extra resources for Integrated Marketing Communication: A Primer
Each demonstrated their enthusiasm by making their own localized publicity efforts consistent with the H & K guidelines. 2 Awareness, understanding, value, and appreciation Enthusiasm at each of the three sites surpassed the client’s expectations. The pilot proved to be a valuable learning experience and a necessary step on the road to Army-wide brand launch. MWR leaders at each site agreed that reaching out to programme managers and staff was the most important part of the campaign. Many employees felt valued and appreciated for the ﬁrst time.
2 The IMC process should start with the customer or prospect and then work backwards to the brand communicator. 3 IMC should use all forms of communication and all sources of brand or company contacts as prospective message delivery channels. 4 The need for synergy, with coordination helping to achieve a strong brand image. 5 The need to build or strengthen brand relationships. Indicative of so many other marketing activities, IMC appears to be deﬁned by those who are implementing it. Kaye (1999) argued that the generally accepted deﬁnition of IMC is self-limiting because its focus is on external, non-personal communications: advertising, publicity, database and direct marketing, and interactive media.
OVERVIEW This chapter explores the emergence of Integrated Marketing Communications (IMC). We consider the marketing communications elements with which this book is concerned including advertising, sales promotion, direct marketing, marketing public relations, sponsorship, the Internet, and World Wide Web. However, there are some omissions including point-of-purchase, exhibitions, and personal selling (see Kitchen, 1999; and De Pelsmacker and Geuens, 2001) for discussion of these). Based on this foundation, we then consider the development and diffusion of IMC in modern businesses.