Learning marketing is a very important activity to all people as long as they are alive. It might be for a degree that he or she is looking forward, a promotion in the work place or even just for knowledge. Why, because marketing is very much related to our life activities, knowing people, selling ideas to people, getting votes from people. All these activities I have mentioned in my previous writings.
But what most important to those who are looking forward to be a professional marketer or marketing as the basis of career, career ladder; then IMC or integrated marketing must be one of the module learned and later practice in real life.
IMC or Integrated Marketing Communication started in 1990’s where marketing mix; the P’s has been seriously looked at. The one that IMC is focusing is the P – Promotion. According Wikipedia library; “It is a shift in advertising and media industry that has caused IMC. It is a holistic approach to marketing communication.
Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost
All we can say that the shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers which involves:
From media advertising to multiple forms of communication.
From mass media to more specialized (niche) media, which are centered around specific target audiences.
From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
From general-focus advertising and marketing to data-based marketing.
From low agency accountability to greater agency accountability, particularly in advertising.
From traditional compensation to performance-based compensation (increased sales or benefits to the company).
From limited Internet access to 24/7 Internet availability and access to goods and services.
The goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective and consistent across media platforms. Some marketers may want only ads with the greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments.
Others may only want ads with the greatest depth of appeal: the ads with the greatest number of attention-getting, branded, and motivational points within each.
Although integrated marketing communications is more than just an advertising campaign, the bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign.
But what most important to those who are looking forward to be a professional marketer or marketing as the basis of career, career ladder; then IMC or integrated marketing must be one of the module learned and later practice in real life.
IMC or Integrated Marketing Communication started in 1990’s where marketing mix; the P’s has been seriously looked at. The one that IMC is focusing is the P – Promotion. According Wikipedia library; “It is a shift in advertising and media industry that has caused IMC. It is a holistic approach to marketing communication.
Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost
All we can say that the shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers which involves:
From media advertising to multiple forms of communication.
From mass media to more specialized (niche) media, which are centered around specific target audiences.
From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
From general-focus advertising and marketing to data-based marketing.
From low agency accountability to greater agency accountability, particularly in advertising.
From traditional compensation to performance-based compensation (increased sales or benefits to the company).
From limited Internet access to 24/7 Internet availability and access to goods and services.
The goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective and consistent across media platforms. Some marketers may want only ads with the greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments.
Others may only want ads with the greatest depth of appeal: the ads with the greatest number of attention-getting, branded, and motivational points within each.
Although integrated marketing communications is more than just an advertising campaign, the bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign.
Week 1 slides:
Week 2 slides:
Week 3 slides:
Week 4 slides:
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