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IMC - Marketing

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What is IMC?

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Terms in this set (19)

Integrated marketing communications is the process of integrating all elements of the marketing communications (promotional) mix to deliver a consistent message and therefore achieve greater impact

What are the 5 core elements of IMC?

1. The message - rational or emotional
2. Tools - promotional mix
3. Media channels - print/broadcast/digital etc
4. People - target audience
5. Context - Sector and industry

What are the 6 elements of the extended promotional mix?

1. Advertising
2. Public relations
3. Sales promotion
4. Personal selling
5. Digital marketing
6. Direct marketing

What is advertising?
And what are its key aims?

Advertising is a non personal communication about a firm and its products, transmitted to a target audience through a mass medium.
It aims to create awareness, position products, correct misconceptions and remind viewers

Advantages of advertising are:

1. Large audience so awareness building
2. Aids sales effort effectively
3. Can position and reposition products effectively