◎While the marketing mix refers to promotions, today we refer to IMC
◎It is broader than promotions and includes advertising, promotions, publicity, personal selling and direct marketing
◎IMC refers to a co-coordinated communications program that is customer-focused and internally consistent
Customer focus 以客戶為中心
◎Using communication channels that your target segment refers to
◎Consistency refers to all aspects of your IMC strategy (channel, message) being consistent with one another
The type of IMC strategy selected usually depends on
◎type of product market
◎channel objectives
◎buyer readiness stage
◎PLC
◎focus
◎cost
Any IMC campaign can have different objectives. Some common objectives are
◎Generate awareness
◎Communicate differentiation
◎Persuasion
◎Reminder
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