16-5 (what is an integrated marketing communications program)
TRANSCRIPT
“Planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time”
Strategic roles of a variety of communication disciplines, such as: 1. General Advertising2. Direct Response3. Sales Promotion4. Public Relations
Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach.
Integrated marketing communications can produce stronger message consistency, help build brand and create greater sales impact