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Integrated Marketing Communications

Integrated Marketing Communications

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Integrated Marketing Communications

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  1. Integrated Marketing Communications

  2. IMC • A communications planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. (www.marketingpower.com) Leo Burnett's Secret Jewel campaign Who is the person (target market)? What do they think the Secret brand stands for? How do the campaign elements (ads, website, events, etc.) change that perception?

  3. The Communication Process

  4. Benefits of IMC • Memorable – many touchpoints (interactions) with the brand help retention and recall • Meaningful – the brand message is explained (encoded) and transmitted via many different mediums (channels)

  5. Source: Marketing by Kerin et al

  6. BBDO Minneapolis

  7. The Complete Brand Analysis section (worth 10 points) • Identify the PLC stage that your product is in. • Which is more important – stimulate primary or selective demand? • What personality traits should be associated with your brand in order for your target market to find it relevant? • State your desired brand message. • What kinds of “noise” threatens the chances that your brand message will get through? • What mediums will you use to overcome the noise and engage your target market?