Integrated Marketing Communication: A Primer by Philip Kitchen, Patrick de Pelsmacker

By Philip Kitchen, Patrick de Pelsmacker

This textbook is the 1st introductory primer on built-in advertising and marketing communications. It combines thought and perform to teach scholars of promoting how various facets of built-in advertising communications (IMC) interact.

Setting the scene during which IMC has emerged, the authors explain every one component to the promotional combine and pass directly to clarify the method of useful integration. The textual content comprises key case reports on businesses, together with Proctor and Gamble, NSPCC and Ardi, illustrating the sensible facet of IMC as well as an creation to the most theories at paintings. together with an extra research Guide at the again, this book can be a priceless source for college students of selling and advertising communications.

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Moreover, a stage 1 focus is what can be termed ‘inside-out marketing’. It requires little or no focus on customers, consumers or their needs and is a relatively simple matter of bundling promotional mix elements together so ‘they speak with one voice’. If is this indeed what companies are doing, it is a serious blow against the development of marketing in the twentieth century, for stage 1 implies product, production or sales orientation – orientations long thought to be receding into the sedimentary social and economic strata of the past.

They praised the overall campaign strategy, language framework, the quality, look and feel of the collateral materials, as well as the utility of the communications tools, such as the voice/visual guidelines. Each demonstrated their enthusiasm by making their own localized publicity efforts consistent with the H & K guidelines. 2 Awareness, understanding, value, and appreciation Enthusiasm at each of the three sites surpassed the client’s expectations. The pilot proved to be a valuable learning experience and a necessary step on the road to Army-wide brand launch.

And, if the creative idea is good, then it will more than likely be applied in other promotional mix areas. For example, an ad campaign by Marks & Spencer, can easily be developed into related sales promotion, direct marketing, point of sale etc. That is what we are driving at in our argument in the next few chapters. We then revisit IMC in the final chapter. 28 INTEGRATED MARKETING COMMUNICATIONS 1111 2 3 4 5 6 7 8 9 1011 1 2 3111 4 5 6 7 8 9 20111 1 2 3 4 5 6 7 8 9 30111 1 2 3 4 5 6 7 8 9 40111 1 2111 SUMMARY AND CONCLUSION This theoretical perspective has identified the various marketing communications functions, has located IMC conceptually, and has considered the value of IMC in the marketplace.

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