Ch 14: Introduction to Integrated Marketing Communications (IMC)

[@womenwhorockwithsuccessmed2519]

This tutorial is as plain as plain can get. Very clear and concise. Thanks

[@muuzgbabo9166]

Waw this is amazing and very interesting to listen the lecture . Thanks more and more

[@webbomarime1]

Very informative and good presentation skills. was in fact writing notes during the presentation. This subject was difficult to me but my understanding of the concept has since improved. Thank you lots!

[@TransparencyMarketing]

Thank you! Hope you found it useful.

[@danikagroves3820]

Thank you! Saved me for my final exam

[@TransparencyMarketing]

Great! Glad I could help.

[@Maxx9081]

This is the simplest form of explation. Helpful indeed. Thank you!!

[@jazzyleshay8695]

Integrated marketing is a useful tool to gain attention to a website or social media page and what is has to offer. This is very informative.

[@suharyatididi2308]

Thanks for the lessons.God bless you.

[@DodyShawky]

This tutorial puts so much in so little. Amazing!

[@tituswinsmith5258]

This video is very helpful for my midterm exam. Thank you soooooooooooooo much!

[@saliwenjolomole2316]

This was helpful for my Masters module exam coming up in 2 days

[@sophierupp2397]

Thank you for helping me understand the material in a short time

[@louisjordaan9346]

Excellent summary for a non-marketer

[@TransparencyMarketing]

Thank you!

[@chuakhailyn9398]

this is awesome , thank you miss , it`s make me understand more about IMC. Appreciate it

[@TransparencyMarketing]

Chua Khai Lyn you are welcome!

[@NutshellCA]

Thank you so much. This is very useful.

[@amandafarley6469]

Superior job on everything! This is a fabulous ppp. How may I receive a copy for personal use. I'm finalizing a research analyst report and business plan for a business idea. A copy would be helpful to have while watching the video; she has valuable additions to the presentation.

[@TransparencyMarketing]

Hi! So sorry for the delay. I am glad you found this useful. I hope your report went well.

[@sarishjainarain1530]

Thank you, well done

[@akshaydhakan5589]

So does IMC help strategize all the mix or simply provide the information to ad agency, who then provide it to their clients? And leaving the strategy part for the rest of the ad agency?

[@TransparencyMarketing]

Hello Akshay, So, there are two “mixes” - the marketing mix, also known as the four Ps of marketing is the first mix: product, place, promotion, and price. Within ‘promotion’, is the second mix. A promotions plan would include your IMC components of mass communication (traditional advertising like on TV and in magazines and newspapers), personal selling, public relations, events and experiences, social media, and sales promotions. Sales promotions are things like coupons, incentives, and rebates. So, with the above in mind, a company would generally follow this order for, say, developing a product and promoting it: 1. Target market identification - understand which target market has a need that your company can fulfill OR develop a product that is easy for you to make and find the target market that needs it. 2. Product development including market research, prototyping and test markets. 3. Distribution (place) strategy - directly sell to consumers or sell indirectly through intermediaries like retailers. 4. Promotions strategy - insert ad agency here! 5. Pricing - based on all the above, what can sell the product for and at least break even? Then, decide on status quo, prestige, or penetration pricing. Status quo- sell at a price similar to the competition. Prestige - go for enhance fed image and sell above the competition. Penetration - sell lower to penetrate the market. Hope this helps! If not, ask another question.

[@AyodhyaSovis]

Thanks for the lessons! PowerPoint slides are available to download?

[@TransparencyMarketing]

Ayodhya Sovis, Hi! You are welcome. No., sorry I don’t have the slides for download.

[@alinasir6979]

kindly send link of the entire playlist

[@TransparencyMarketing]

kzbin.info/door/ZvYAtBw4yz1fSMlTRgUADw

[@danlabrador]

Any citation suggestions (APA)?

[@TransparencyMarketing]

Hi there, check out Purdue Owl Lab for any citation questions. It’s a fantastic resource owl.purdue.edu/owl/purdue_owl.html

[@chuakhailyn9398]

helps for my final exam

[@TransparencyMarketing]

Chua Khai Lyn you are welcome!

[@xingichaun007]

Good!

[@TransparencyMarketing]

Thank you!

[@kiusham993]

How to evaluate the IMC effectiveness??

[@TransparencyMarketing]

Hello Kiu! Good question., but not a simple one to answer. It depends on which element of the IMC mix you'd like to measure. The mix includes: advertising, sales promotions, events & experiences, public relations & publicity, online and social media marketing, mobile marketing, direct & database marketing, and personal selling --- whew! Before you jump into measurement, first identify a target audience and an objective for the audience. Then determine the best IMC mix for your audience, objective, and budget. Regarding objective, here are a few: inform the public that your brand new product/service/company is ready for business. Build brand awareness for an existing company or product? Build brand attitude such as increasing satisfaction. Influence purchase intention. Simply put, your objective is probably either to INFORM/educate your audience of something new, REMIND your audience of something, or PERSUADE them to do something. Now back to measurement. One idea is to add a special URL to your advertisements, brochures, etc. which drive your audience to a measurable web page. Include a call-to-action (sign up for something, buy something, call). You can track and measure those too. Then you'll need to connect those web visitors to those who have actually purchased. If you are selling your product online, you should be able to trace your conversions using Google Analytics. For events, if you've got a booth, you can track how many people saw your booth/logo (awareness), how many interacted with your booth staff, and who ended up buying based on your event booth participation. It's not always easy to track ROI but the "how" should be considered as a part of your IMC planning. Hope this helped a little bit.

[@kiusham993]

Transparency Marketing Thank you so much. It helps me to prepare my final exam. Have a good day >.

[@sunilvishwakarma9825]

Hindi explain