Management and Organizational Studies 2320A/B Study Guide - Final Guide: Personal Selling, Betty Crocker, Marketing Communications

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Integrated marketing communications (imc): represents promotion dimension of four ps; encompasses a variety of communication disciplines general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media in combination to provide clarity, consistency, and maximum communicative impact. Imc is the promotion dimension of the four p"s. Regard each of firm"s marketing communications elements as part of a whole, each of which offers a different means to connect with target audience. Three components in any imc strategy: consumer or target market, channels or vehicles through which message is communicated, and evaluation of results of communication. First section, we focus on consumers, examining communication process o. Second section examines six distinct tools of imc advertising, personal selling, sales promotion, direct marketing, public relations, andelectronic media and how each is used in an overall imc strategy. Last section considers how level of complexity in imc strategies leads marketers to design new ways to measure results of imc campaigns.