Introduction to Integrated Marketing Communications
Topic 1: Introduction to Integrated Marketing Communications
1) What is the definition of marketing, and where does marketing communication fit within the operation of a marketing program?
2) Explain how marketing communications relates to the marketing concept and to the marketing mix. 3) What are customer contact points (points-of-touch)?
4) Discuss the way various aspects of product planning and strategy relate to advertising and promotion.
5) What is advertising?
6) Discuss the major roles of advertising.
7) Define publicity and public relations. 8) Discuss the role of direct marketing as an IMC tool, giving attention to the various forms of direct marketing. 9) Analyze the role of the Internet in a company’s IMC program. Discuss how can the Internet be used to execute the various elements of the promotional mix?
10) Why is it important for those who work in the field of promotion to have an appreciation for and understanding of all elements of the promotional mix and not just the one in which they specialize?
11) Discuss the reasons why a company might want to have all its integrated marketing communication activities performed by one agency versus having these activities performed by several different agencies that specialize in various areas of IMC, like public relations, direct marketing, sales promotion and Internet marketing.
12) What is meant by the concept of integrated marketing communications? How might a firm that is using integrated marketing communications differ from one that looks at advertising and promotion in a more traditional way?
13) Discuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons more marketers are taking an IMC perspective to their advertising and promotional programs?
14) Discuss the role integrated marketing communications plays in the brand building process.
15) Consider
1) What is the definition of marketing, and where does marketing communication fit within the operation of a marketing program?
2) Explain how marketing communications relates to the marketing concept and to the marketing mix. 3) What are customer contact points (points-of-touch)?
4) Discuss the way various aspects of product planning and strategy relate to advertising and promotion.
5) What is advertising?
6) Discuss the major roles of advertising.
7) Define publicity and public relations. 8) Discuss the role of direct marketing as an IMC tool, giving attention to the various forms of direct marketing. 9) Analyze the role of the Internet in a company’s IMC program. Discuss how can the Internet be used to execute the various elements of the promotional mix?
10) Why is it important for those who work in the field of promotion to have an appreciation for and understanding of all elements of the promotional mix and not just the one in which they specialize?
11) Discuss the reasons why a company might want to have all its integrated marketing communication activities performed by one agency versus having these activities performed by several different agencies that specialize in various areas of IMC, like public relations, direct marketing, sales promotion and Internet marketing.
12) What is meant by the concept of integrated marketing communications? How might a firm that is using integrated marketing communications differ from one that looks at advertising and promotion in a more traditional way?
13) Discuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons more marketers are taking an IMC perspective to their advertising and promotional programs?
14) Discuss the role integrated marketing communications plays in the brand building process.
15) Consider