INTEGRATED MARKETING
COMMUNICATIONS (IMC)
An approach
to achieving the objectives of a marketing campaign, through a well coordinated
use of different promotional methods that are intended to reinforce each other.
As defined
by the American Association of Advertising Agencies, integrated marketing
communications " ... recognizes the value of a comprehensive plan that
evaluates the strategic roles of a variety of communication disciplines
advertising, public relations, personal selling, and sales promotion and
combines them to provide clarity, consistency, and maximum communication
impact."
IMC Components
The
Foundation - is based on a strategic understanding of the product and market.
This includes changes in technology, buyer attitudes and behaviour and anticipated
moves by competitors.
The
Corporate Culture - increasingly brands are seen as indivisible from the
vision, capabilities, personality and culture of the corporation.
The Brand
Focus - is the logo, corporate identity, tagline, style and core message of the
brand.
Consumer
Experience - includes the design of the product and its packaging, the product
experience (for instance in a retail store) and service.
Communications
Tools - includes all modes of advertising, direct marketing and online communications
including social media.
Promotional
Tools - trade promotions; consumer promotions; personal selling, database
marketing, and customer relations management; public relations and sponsorship
programs.
Integration
Tools - software that enables the tracking of customer behavior and campaign
effectiveness. This includes customer relationship management (CRM) software,
web analytics, marketing automation and inbound marketing software.
DATES: Please see Course Schedule
DURATION: 1 day
TIME: 10:00 am to 4:30 pm
VENUE: Stracom Training Center, One South
Mall, Seri Kembangan, Selangor.
Who
should attend? SME
business owners / Home-based Business Owners / or serious blogger / novel
online / Student / pension / creative marketing Officer / And all the
interested.
Click here
to Register Onlinewill contact you with confirmation of date.
