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Module 1 Introduction To Integrated Marketing Communications

This document outlines the modules for a course on integrated marketing communications. Module 1 introduces IMC and discusses planning an integrated campaign, achieving integration across marketing mix elements, and barriers to full integration. Module 2 covers fundamentals of advertising campaigns, using advertising to position brands and create brand images, different media types, and issues with celebrity endorsements. Module 3 examines various sales promotion strategies, direct marketing and its integration with other tactics, the role of personal selling and databases in marketing, and promoting through customer relations.

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Jikku VarUghese
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173 views1 page

Module 1 Introduction To Integrated Marketing Communications

This document outlines the modules for a course on integrated marketing communications. Module 1 introduces IMC and discusses planning an integrated campaign, achieving integration across marketing mix elements, and barriers to full integration. Module 2 covers fundamentals of advertising campaigns, using advertising to position brands and create brand images, different media types, and issues with celebrity endorsements. Module 3 examines various sales promotion strategies, direct marketing and its integration with other tactics, the role of personal selling and databases in marketing, and promoting through customer relations.

Uploaded by

Jikku VarUghese
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Module 1 Introduction to Integrated Marketing Communications

Marketing Communication: An Integrated Approach – Characteristics of IMC campaign –


Managing IMC Process: Planning an IMC campaign – Process of achieving integration –
Integrated Marketing Communication Mix – Organizational approaches and barriers to
integration – Value addition
through IMC

Module 2 Advertising Strategies in Modern Marketing


Fundamentals of Advertising Campaigns – Brand Positioning through Advertising – Brand
Image Creation through Advertising – Types of Media & Advertising – Celebrity Endorsements
& Ethics in Advertisement – Pros & Cons of Advertising

Module 3 Sales Promotion Strategies, Direct Marketing & Personal Communication


Consumer Promotion – Elements – Trade Promotion – Objectives & Types – Exhibitions &
Event Management – Creating Word of Mouth –Direct Marketing & its integration with IMC –
Personal Selling – Database marketing – Managing Big Data – Promotion through Customer
Relations

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