Chapter One. Overview of Integrated Marketing Communications. 2007 Thomson South-Western. Chapter One Objectives. To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners.
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Overview of Integrated Marketing Communications
2007 Thomson South-Western
A well-known and respected brand is an invaluable asset
This is the key means for differentiating one company’s offering from another’s
A successful brand can create barriers to entry for competitors
The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a single voice).
4. Build relationships.
5. Affect behavior.
Directed To A Particular Target Market
Created To Achieve a Specific Objective
Undertaken To Accomplish The Objective Within Budget Constraint
Enhancing Brand Equity