Marketing 14. Integrated Marketing Communication. Integrated Marketing Communications -- 14. Goal of promotion Promo mix Objectives and budgets AIDA IMC. Four Ps of Promotion. P aid Advertising (Reach) P ublic Relations (Credibility) Sales P romotion (events, coupons, etc.)
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Integrated Marketing Communication
Also known as the IMC Mix
Environment, competitors’ brands, and changing customer needs and preferences
Brand Identity Contact Factors
Brand Equity Contact Factors