L9: Integrated Marketing Communications (IMC) Approach

Question 1

Integrated marketing communications (IMC)

Answer 1

Definition:
the concept that companies coordinate their marketing communication stools to deliver a 
- clear
- consistent
- credible
- and competitive message 
about the organization and its products

Question 2

Drivers of IMC

Answer 2

• Organizational drivers
• Target market based driver
• Communication drivers

Question 3

How IMC campaigns are planned?

Answer 3

• Planning campaign develops from a situation analysis (internal organization and external competitor analysis)
• Marketing strategy and campaign objectives
• Creative agency selection
• The promotional mix
• Campaign development and implementation
• Evaluation
• Future planning

Question 4

The elements of IMC campaigns

Answer 4

• The message
• The tools
• The media channel
• The people
• The context (industrial, public sector, social, consumer, geographic, etc)

Question 5

The choice of promotional mix

Answer 5

• Resource availability and the cost of promotional tools
• Market size and concentration
• Customer information needs
• Product characteristics
• Push vs pull strategies
• Resource availability and the cost of promotional tools
• Market size and concentration
• Customer information needs
• Product characteristics
• Push vs. pull strategies

Question 6

Tools for the choice of promotional mix

Answer 6

• advertising
• personal selling
• direct marketing
• digital promotions

Question 7

The choice of media channels

Answer 7

• Before internet:
- media class (broadcast or print)

• Digital:

• media type (newspaper, website, poster, mobile)
• media vehicle decision (which newspaper?)
• media planning (frequency, timing, scheduling, buying)