Integrated Marketing Communications

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Integrated Marketing Communications
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  1 : Integrated Marketing Communications: Integrated Marketing Communications Objectives:Objectives:1.Discuss the role of promotion in the marketing mix.2.Discuss the elements of the promotional mix.3.Describe the communication process.4.Explain the goal and tasks of promotion.5.Discuss the AIDA concept and its relationship to thepromotional mix.6.Describe the factors that affect the promotional mix.7.Discuss the concept of integrated marketingcommunications.  2 PromotionPromotion Communication by marketersthat informs, persuades, andreminds potential buyers of aproduct in order to influence anopinion or elicit a response. 1   1 Pontiac  3 Promotional StrategyPromotional Strategy A plan for the optimal use of theelements of promotion:AdvertisingAdvertisingPublic RelationsPublic RelationsPersonal SellingPersonal SellingSales PromotionSales Promotion 1   1  4 OverallOverallMarketingMarketingObjectivesObjectives   OverallOverallMarketingMarketingObjectivesObjectivesMarketing MixMarketing Mix ã ProductProduct ã DistributionDistribution ã PromotionPromotion ã PricePrice   Marketing MixMarketing Mix ã ProductProduct ã DistributionDistribution ã PromotionPromotion ã PricePriceTarget MarketTarget Market   Target MarketTarget MarketPromotional MixPromotional Mix ã Advertising ã Public Relations ã Personal Selling ã Sales PromotionPromotion PlanPromotion Plan   Promotional MixPromotional Mix ã Advertising ã Public Relations ã Personal Selling ã Sales PromotionPromotion PlanPromotion Plan The Role of PromotionThe Role of Promotion 1   1
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