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Integrated Marketing Communications

Integrated Marketing Communications. Pickton and Broderick (2001). Clarity Consistency Continuity Complementary Communications. Economical Efficient Effective Enhancing. The basics of IMC. Integrating what?. Agencies (all organisations involved in planning and implementing)

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Integrated Marketing Communications

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  1. Integrated Marketing Communications Pickton and Broderick (2001)

  2. Clarity Consistency Continuity Complementary Communications Economical Efficient Effective Enhancing The basics of IMC

  3. Integrating what? • Agencies (all organisations involved in planning and implementing) • Contacts (with the publics through any media or promotional activity) • Messages (about products, brands, personalities, companies) • Objectives (all campaigns aligned to corporate strategy)

  4. P&B’s wheel of IMC IMC aims to integrate Image and Brand Management (one-to-many communications) with Customer Contact Management (one-to-one communications)

  5. One to many P&B (2001) p 8

  6. The Hub of the Wheel Public Relations Personal Selling Integrated Marketing Communications Planning Information Centre Database Management Sales Promotion Advertising

  7. Image and Brand Management • What role in B2B? • What communications concepts and models help to understand this role? • Hierarchy of effects models • Communications models • Consideration sets

  8. Trade partner support essential for success of consumer promotional campaigns • awareness • point of sale materials • incentives

  9. The role of print • Advertising results in lead generation • Print can be the first response or a support to sales visits • Catalogues, brochures, data sheets • capabilities brochures • technical bulletins, test reports and applications histories

  10. What role in relationship marketing? • Does the website render the printed brochure obsolete?

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