Week 2 - Integrated Marketing Communication (1).pdf

Integrated Marketing Communication Week 2 Intended Learning Outcomes By the end of the lesson, you will be able to: define Integrated Marketing 1 Communication (IMC) and explain its key components; identify the common reasons for the 2 failure of IMC str...

Integrated Marketing Communication Week 2 Intended Learning Outcomes By the end of the lesson, you will be able to: define Integrated Marketing 1 Communication (IMC) and explain its key components; identify the common reasons for the 2 failure of IMC strategies and propose solutions to mitigate these issues; and compare and contrast traditional 3 advertising methods with IMC, highlighting the advantages and disadvantages of each approach.  What Is Integrated Marketing Communication? IMC, also known as relationship marketing, works to interactively engage a specific individual, using a specific message through specific media outlets. IMC is often more expensive to employ than traditional advertising methods  What Is Integrated Marketing Communication? INCREASE the REACH and REDUCE FREQUENCY  Basic Reasons for the Growth of IMC Technological Advancement Consumer Empowerment Shift from Inside-Out to Outside-In Marketing  Why IMC Fails? Misconception of IMC Narrow View of IMC Lack of Flexibility  What Drives IMC Research Database development Use of the Internet Employing correct media tactics Building brand-loyal consumers Creating an interactive relationship Brand development Projecting a consistent visual/verbal image The promotional and media mix Evaluation Intended Learning Outcomes By the end of the lesson, you will be able to: define Integrated Marketing Communication (IMC) and explain its key components; identify the common reasons for the failure of IMC strategies and propose solutions to mitigate these issues; and compare and contrast traditional advertising methods with IMC, highlighting the advantages and disadvantages of each approach. Thank You For Your Attention