Discover librarian-selected research resources on Integrated Marketing Communications from the Questia online library, including full-text online books, . i Marketing Communications ii THIS PAGE IS INTENTIONALLY LEFT BLANK iii FIFTH EDITION Marketing Communications Integrating ofline and online with. Using a systems approach, this book explores the vital link between the marketing communications mix and strategic marketing. This book focuses on the entire.
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Integrated Marketing Communications: A Primer [Philip Kitchen] on ritipulmama.cf *FREE* shipping on qualifying offers. This textbook is the first introductory. PDF Drive is your search engine for PDF files. As of today we have 78,, eBooks for you to download for free. No annoying ads, no download limits, enjoy . Integrated Advertising, Promotion, and Marketing Communication plus Pearson MyLab Marketing with Pearson eText, Global Edition, 8/E. Clow & Baack.
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Summary The key to effective integrated marketing communication is planning, and that is what this book is all about. Thoroughly updated, with special attention throughout to the increasing importance of digital media in marketing communication, new to this edition are: Overview of IMC, 2.
Brands and IMC, 3. Advertising, 5. Promotion, 6. This book shows how to put an integrated program into practice, with guidance on planning, coordinating, and controlling the communications process. Get A Copy.
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Integrated Marketing Communications
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Mar 29, Lori Grant rated it it was amazing Shelves: A must-read book on integrated marketing communications for the knowledge worker, manager, executive, or entrepreneur. Raicu rated it it was amazing Oct 28, Amanda rated it really liked it Sep 09, Jessie Chen rated it really liked it Sep 20, Mary rated it liked it May 19, Juan Giraldo rated it liked it Jul 04, Susan Hughes rated it liked it May 18, Truly rated it really liked it Dec 29, John rated it really liked it Sep 03, In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or a current customer database.
Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to download something immediately, and adding advertisements to email messages sent by other companies to their customers.
In-product communication[ edit ] Another channel for direct digital marketing is in-product communication or in-product marketing , which delivers marketing content directly to a user's internet-connected device or software application. In-product marketing content is often very similar to that of email marketing campaigns, but the segmentation and delivery is more targeted.
Because email has become a standard tool in the digital marketing toolkit, the email channel often is overloaded and overused, leading to much lower open rates , lower engagement rates, lower click-through rates CTR , and lower conversion rates.
The rise of internet-connected IOT devices is enabling a growing number of consumer products manufacturers to take advantage of this channel of marketing communications, to supplement other digital marketing channels.
Direct marketing[ edit ] In direct marketing the producer communicates directly with potential customers, instead of through third party media. Individual customer's responses and transactions are recorded.
Strategic Integrated Marketing Communications
It is designed to build the relationship between the customer and the brand,  known as customer relationship management CRM. Organizations use customer accounts in order to monitor and understand their needs.
They manage detailed information about the customer's touch points with the objective to maximize satisfaction and loyalty. The communication can be in person, by telephone, mail, email or website. Direct marketing relies on CRM databases which contain valuable customer information. Good quality databases can provide a competitive advantage and increase profitability.
Treating the customer database as an expense rather than an investment, or not continuously maintaining or updating them can be detrimental.
This communication is most effective when the recipient has shown interest in or has previously downloadd from the organization. Advantages of direct mail are personalisation, careful targeting, creativity and flexibility. Email is low-cost, but can be lost through spam and junk email filters. Direct mail is dependent on accurate databases. There are two types of telemarketing: outbound and inbound.
Inbound telemarketing is where people call the organization to complain or inquire about products.
Both outbound and inbound can be used as a customer service strategy to boost sales and receive suggestions for improvement.
Advantages of telemarketing include targeted communications, flexible and direct interaction between the organization and the customer, it can be an effective personal selling partner and it is cost effective compared to face-to-face contact. A disadvantage is that call centres are usually used to handle outbound and inbound telemarketing, which need to be implemented, managed and financed.
This form of direct marketing dates back over years. Home shopping, online shopping and teleshopping now accompany it. With current technology mail order has improved.
Now there can be a larger range in catalogue, delivery is faster, and complaints are dealt with professionally. Mail order exerts less pressure on the customer than telemarketing and sales are easy to manage, however costly infrastructure is required in maintaining the back-end. It is a message transmitted through traditional communications media that requires the reader, viewer, listener or customer to respond directly to the organization.
A common example of direct response advertising is in television "home shopping immediately to receive a particular deal or discount. Disadvantages are that focus can be lost because of the medium of communication and the targeting can be less narrow compared to direct mail.
Organizational messages can get cluttered and crowded. Advantages are a high level of flexibility and easy integration through computer systems using the Internet to send mass text messages.
This marketing communications platform allows organizations to directly target customers to remind them to renew subscriptions, give exclusive product discounts, or build brand reputation through competitions or sweepstakes.
Integrated Marketing Communications: Putting It Together & Making It Work
The disadvantage is that some customers are charged to receive SMS, so opt-in permission is required. Entire marketing presentations, catalogues, brochures and price lists can be stored on a CD. CDs are small and simple to hand out to target audiences and most modern computers have CD drive readers, however most of the same information can be presented on a website or email. Media proliferation, audience fragmentation, globalisation of markets, the advent of new communications technologies, the widespread use of databases meant that the old methods, and practices used in mass marketing were no longer relevant.
In particular, the rise of digital and interactive media meant that marketers were relying less on advertising as the dominant form of marketing communications.
Amongst practitioners and scholars, there was an increasing recognition that new approaches to marketing communications were required. That new approach would become known as integrated marketing communications.
A number of empirical studies, carried out in the early s, found that the new IMC was far from a "short-lived managerial fad," but rather was a very clear reaction by advertisers and marketers to the changing external environment. Integrated marketing communications is a holistic planning process that focuses on integrating messages across communications disciplines, creative executions, media, timing and stakeholders.Promotion, 6.
Marketing experts can choose whatever elements they like for their marketing campaign, although most of them mainly use advertising methods.
CD resources 1 Presentation to provide students with an overview of the book and introduce them to the key models and principles of Integrated Marketing Communications IMC. Media, 7. A common technique used by companies is known as imagery transfer, where a complementary visual television advertisement is used alongside a one-dimensional radio advertisement featuring a similar audio track to stimulate a visual association between the two.
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