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Integrated marketing communications

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  1. Definition of marketing communication.
  2. Integrated Marketing Communication (IMC): Definition, benefits, 4 E's and 4 C's of the IMC.
  3. The IMC process model.
  4. The IMC planning model.
  5. The IMC mix model.
  6. Case: Skoda.

Concept under which a company integrates and coordinates its many communications channels to deliver a clear and consistent message about the organisation and its products. The challenge of the marketing communications is to communicate the right message, in the right way, to the right people, in the right place, at the right time. Advertising: the use of paid mass media, by an identified sponsor; to deliver marketing communications to target audiences. Promotions : term uses interchangeably with marketing communications. Traditionnaly identified as one of the 4 P's. Marketing communications : communications with target audiences on all matters that affect marketing performance. Target audience: those individuals or groups that are identified as having a direct or indirect effect on business performance, and are selected to receive marketing communications.

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