Week 1 IMC - Communication process involving planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeted customers and prospects - Cross-functional process for strategically planning, executing and monitoring ALL brand messages that create and manage profitable customer & stakeholder relationships through data-driven, purposeful dialogue that drives brand value 1 Profile the identified target market. 2 Use the relevant media channels. 3 Achieve communication synergy, i.e. speak with a single voice. 4 Influence the target market’s behaviour. 5 Build customer relationships. Advertising (Billboards, newspaper) – Mass communication to increase sales (Higher new product revenue, greater adv budget) Sales promotion – stimulate quick buyer (Trade – display allowance, quantity discounts/ customer – coupons, samples) PR – mass, non-personal communication that are not sponsored, growth in outsourcing, pressure for evaluation measures Direct Marketing – Huge growth, tech makes easy response, linkage to build relationship Integration - Greater integration -> greater synergy & positive results (Brand differentiation) - Builds trust through growing meaningful relationships via use of data - Brings Greater Accountability & provide internal focus - IMC: consumers, brands, tech, relationships, synergy, comm, databases, stakeholders IMC Agencies – adv, direct mkt, events, imc, packaging, PR, relationship mkt, sales promotion