Podcast
Questions and Answers
What is the primary purpose of Integrated Marketing Communication (IMC)?
What is the primary purpose of Integrated Marketing Communication (IMC)?
Which of the following is NOT a component of Integrated Marketing Communication?
Which of the following is NOT a component of Integrated Marketing Communication?
Which benefit of IMC relates to ensuring that consumers receive repeated messages?
Which benefit of IMC relates to ensuring that consumers receive repeated messages?
During which step of planning an IMC campaign is the total budget determined?
During which step of planning an IMC campaign is the total budget determined?
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What is the first step in planning an Integrated Marketing Communication campaign?
What is the first step in planning an Integrated Marketing Communication campaign?
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What is NOT included in the definition of Information and Communication Technology (ICT)?
What is NOT included in the definition of Information and Communication Technology (ICT)?
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Which year marks the introduction of e-commerce into tourism?
Which year marks the introduction of e-commerce into tourism?
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Which wave of ICT is associated with the launch of Web 2.0 and social media?
Which wave of ICT is associated with the launch of Web 2.0 and social media?
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What is one of the major roles of DMO websites?
What is one of the major roles of DMO websites?
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What does ICT primarily serve as for Destination Marketing Organizations (DMOs)?
What does ICT primarily serve as for Destination Marketing Organizations (DMOs)?
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Which event is associated with the introduction of smartphones?
Which event is associated with the introduction of smartphones?
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How did the role of DMOs change with the development of their own websites?
How did the role of DMOs change with the development of their own websites?
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What was a significant change in ICT around 2007?
What was a significant change in ICT around 2007?
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Study Notes
Integrated Marketing Communication (IMC)
- IMC is the coordination and integration of all a Destination Marketing Organization's (DMO) external communications and promotions to increase their effectiveness and consistency.
- Using each IMC component separately and independently is less effective than coordinating them.
- IMC for DMOs has six major components: advertising, sales promotion, merchandising, public relations and publicity, digital marketing, and sales/personal selling.
Components of IMC
- A diagram shows digital marketing, public relation & publicity, sales/personal selling, integrated marketing communications, sales promotion, and merchandising as components of a circle containing integrated marketing communications.
- The components interact and support each other.
Benefits of IMC
- DMCs that use an IMC approach enjoy greater consistency in communication messages.
- Repeated messages have a greater impact.
- IMC reflects different customer buying stages.
- IMC effectively positions and brands the destination.
- IMC adapts to different consumer learning styles.
- Components complement each other.
Steps in Planning IMC
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IMC planning involves a specific sequence of events.
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Steps in planning include: setting IMC campaign objectives, estimating a tentative budget, considering partnership models and potential partners, and determining the mix of IMC components.
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Additional steps include: designing and testing the IMC campaign, preparing the final IMC campaign, developing a final IMC budget, launching, maintaining, and monitoring the campaign, and measuring and evaluating campaign results.
Destination Information and Communication Technology (ICT)
- ICT is an umbrella that covers communicational devices and applications (radio, TV, camera, mobile, computer, networking hardware, software, satellite systems) and also includes related services and applications.
- Examples include video conferencing, distance education, cloud computing, Wi-Fi, and augmented reality.
History of ICT
- A major ICT wave began in 1993 with the development of HTML and the World Wide Web (WWW).
- In 1994-1995, Destination Marketing Organizations (DMOs) started developing their own websites.
- Around 1996, a second major ICT wave introduced e-commerce in tourism.
- Around 1997, a third wave used mobile commerce (m-commerce).
- A fourth wave in 1997 used Web 2.0 (social media online) and launched the first social networking sites. Popular social networking sites emerged in 2003-2004.
- In 2002, a fifth wave introduced smart phones and the launch of Apple's iPhone in 2007.
- Mobile broadband internet access started around 2007.
Importance of Internet Marketing
- Internet marketing is a major information communication tool for DMOs.
- It's a significant source of information for tourists.
- It's a trip-planning tool for travelers.
- It partners with travelers and the travel trade.
- It's an entertaining place/venue to gain knowledge.
- It helps in getting hands-on experiences.
Role of Websites for DMOs
- Websites have several key roles for Destination Marketing Organizations (DMOs). They act as a source of destination information, a promotional tool, and an integrator/enhancer of marketing communications.
- They help position and brand destinations, facilitate discussions, and promote partnerships and e-commerce.
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Description
This quiz explores the fundamentals of Integrated Marketing Communication (IMC), focusing on its importance for Destination Marketing Organizations (DMOs). It covers the six major components of IMC, the interaction between each component, and the benefits of applying an integrated approach to external communications and promotions. Test your knowledge on how IMC enhances consistency and effectiveness in marketing strategies.
