ADM 2320 Lecture Notes - Lecture 22: Integrated Marketing Communications, Master Sergeant, Channel (Communications)

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: David Delcorde

Document Summary

Chapter 14: integrated marketing communications (imc) (part 1) Integrated marketing communications: represents pro(cid:373)otio(cid:374) of 4 p"s. Integrated b/c you want to send a msg, you can use a variety of media. Brian to | nov. 2016: general advertising, personal selling, sales promotion, public relations, direct marketing, digital media. There are 3 components in any imc strategy: the consumer or target market, the channels/vehicles where message is communicated, , the evaluation of the results of communication. = to ensure all various marketing mix elements work together to deliver a consistent message. Imc takes the best of each communications medium & combines it to achieve most effective marketing communications campaign possible. There are 6 key imc tools (see later) : most can be used in both online & offline environments. Message must be consistent so consumers are not confused about the message. If you start branching out into different media (like youtube)