IntegratedMarketingCommunications.pptVIP

Integrated Marketing CommunicationsChapter 12 with Duane Weaver OUTLINE IMC Defined Elements of Marketing Communications Need for IMC Promotion Mix Strategies Advertising Sales Promotion Personal Selling DRM (Direct Respone Marketing) PR (Public Relations) IMC Defined Integrated Marketing Communications (IMC): “is the coordination and integration of all marketing communications tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumer and other end users at a minimal cost.” Clow and Baack, 2004, p.8 Elements of Marketing Communications Adver