Elsa Payo

Integrated Marketing Communications (IMC)

2009-2010

Integrated Marketing g g Communications. Introduction

David Ruiz de Olano (2010) druiz@dbs.deusto.es

Today´s Objectives

1. 2. 2 3. 4.Introduce myself Talk b T lk about evaluation, yes there is a grade! l i h i d ! Introduces yourselves Start the course

1-1

David Ruiz de Olano

1

Integrated Marketing Communications (IMC)2009-2010

Exercise

• You have to present yourself to the class • You have 5 minutes to think about it • Start thinking now, sequence will be random

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Today´s objectives

1. 2. 3. 4.Recognize the critical role communication plays in i marketing programs k ti Review the nature of the communication process Apply a communication model to marketing issues Discover the nature of atotally integrated advertising and marketing communications approach h Expand the concept of integrated marketing communications to the global level

5.

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David Ruiz de Olano

2

IntegratedMarketing Communications (IMC)

2009-2010

Chapter Outline

1. 2. 2 3. 4. Introduction. Today’s marketplace Communication theory. Communication process C i ti th C i ti Marketing communicationstheories Integrated marketing communications

a. b. c. d. d e. The marketing plan Marketing actions Promotion mix IMC components Key issues in an IMC system

5. 6.

Trends impacting IMC Global IMC1-4

Chapter Outline

1. 2. 2 3. 4. Introduction. Today’s marketplace Communication theory. Communication process C i ti th C i ti Marketing communications theories Integrated marketingcommunications

a. b. c. d. d e. The marketing plan Marketing actions Promotion mix IMC components Key issues in an IMC system

5. 6.

Trends impacting IMC Global IMC

1-5

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