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Learning Objectives<br>Identify elements of an Integrated Marketing Communications (IMC) program.<br>Describe how these elements can generate revenues for an innovative, consumer packaged-goods product: Frito-Lay STAX potato crisps.<br>
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LEARNING OBJECTIVES / TUTORIALOUTLET DOT COM Learning Objectives FOR MORE CLASSES VISIT www.tutorialoutlet.com Learning Objectives Identify elements of an Integrated Marketing Communications (IMC) program. Describe how these elements can generate revenues for an innovative, consumer packaged-goods product: Frito-Lay STAX potato crisps. Assignment Introduction In the past, organizations designed their advertising programs without consulting departments or agencies responsible for sales promotion or public relations. The result was an uncoordinated and, in some cases, inconsistent overall communication effort. Today, savvy marketers like Frito-Lay use an IMC program to coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all target audiences. At a new-product launch, a truly complete IMC program includes communications targeted at both distributors (jobbers) and retailers in the channel of distribution as well as those targeted at ultimate consumers.
