Transcript The IMC Umbrella

The IMC Umbrella
IMC MANAGEMENT
Managing IMC Campaigns
Managing 360-Degree Communication
The Integration Triangle
Ten Principles of IMC
Managing IMC Campaigns
Managing 360-Degree
Communication
The Integration Triangle
• The Integration Triangle
Figure 18.1
Ten Principles of IMC
RETAIL MARKETING
COMMUNICATION
Retail Communication Planning
Retail Objectives
Retail Targeting
Retail Objectives
Retail Targeting
…In targeting consumers, a retailer’s first
strategic concern is geography
Cooperative
Advertising
Creating the Retail Ad
The Media of
Retail Marketing Communication
BUSINESS-TO-BUSINESS
MARKETING COMMUNICATION
B2B Buying Behavior
Types of B2B Marketing Communication
Creating B2B Communication
B2B Media
BUSINESS-TO-BUSINESS
MARKETING COMMUNICATION
B2B Buying Behavior
Types of B2B Marketing Communication
Creating B2B Communication
B2B Media
BUSINESS-TO-BUSINESS
MARKETING COMMUNICATION
B2B Buying Behavior
Types of B2B Marketing Communication
Creating B2B Communication
B2B Media
BUSINESS-TO-BUSINESS
MARKETING COMMUNICATION
B2B Buying Behavior
Types of B2B Marketing Communication
Creating B2B Communication
B2B Media
BUSINESS-TO-BUSINESS
MARKETING COMMUNICATION
B2B Buying Behavior
Types of B2B Marketing Communication
Creating B2B Communication
B2B Media
NONPROFIT OR
SOCIAL MARKETING
Fund-Raising
Social
Marketing &
Public
Communication
Cause &
Mission
Marketing
Fund-Raising
Social Marketing &
Public Communication
Cause & Mission Marketing
INTERNATIONAL MARKETING
COMMUNICATION
Stages of Marketing
Development
The Global versus Local
Debate
Planning International
Strategies
Organizing for
International Marketing
Communication
The IMC Factor in
International Campaign
Planning
Stages of
Marketing Development
The Global vs. Local Debate
Standardization
Localization
Combination
Planning International Strategies
Targeting Issues
Positioning the Brand
Setting the Budget
Executing an
International
Campaign
International Media
Buying
Organizing for International
Marketing Communication
The IMC Factor in
International Campaign Planning