Topics
promotion, IMC tools, definitions
Review the activity below or download the PDF student worksheet
- Student Worksheet: Integrated Marketing Communication Definitions
- Instructor Solutions (Members Only): Integrated Marketing Communication Definitions = Solutions
Student Discussion Activity
For this activity, you need to match the Integrated Marketing Communication (IMC) tool to its appropriate definition, in the below table – and then answer the question at the end.
|
Broad IMC Tools |
Match to its best definition/overview | |
| Advertising |
An interactive platform designed to help engage customers with the brand and leverage positive word of mouth (WOM) |
|
|
Sales Promotions |
Effective for finalizing sales, is highly targeted, and allows for two-way communication | |
| Digital marketing
(website, online advertising) |
Mainly effective as a reminder of other promotional tools, can help to motivate sales staff, and to help create a more persuasive in-store atmosphere |
|
|
Social media |
Helps build brand image, good for introducing products, broad market coverage, however one-way communication only | |
| Corporate Communications (public relations, brochures, newsletters) |
Can be highly individualized and precisely targeted, can be two-way, can transfer information, and helps create sales opportunities |
|
|
Personal Selling (face-to-face, phone, web chat) |
Incentive for immediate purchase, will lift sales in the short-term, but shouldn’t be over-used |
|
|
Direct Marketing (mail, email, mobile text) |
Creating excitement around the brand through an organized activity of interest to the target market |
|
|
In-store Merchandising and POS materials |
Seen as more credible, carries good information – rather than a persuader, often general to all the firm’s products | |
| Events and sponsorships |
An array of promotional messages and interactions mainly delivered through technology and devices |
Student Discussion Questions
- Which of these IMC tools (you can choose more than one) would be more suitable for…
-
- A. a large brand with a large promotional budget
- B. a small local business with limited funds
- C. a business to business (B2B) marketer
- D. a service firm (7Ps), such as a large supermarket
- E. a charity (or other non-for-profit organization)