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Printable Handouts
Navigable Slide Index
- Introduction
- Four main questions
- Early definition of IMC
- Deleting the early definition
- New definition of IMC
- Structural characteristics of IMC
- Stages in IMC development
- Rapidity of change
- An end of mass marketing?
- The paradox
- What should be integrated?
- Benefits of IMC
- The 'seeming issues'
- Brands and branding
- An example
- Committing to integration
- Is IMC 'integrated'?
- The importance of IMC (1)
- IMC is a necessity
- The importance of IMC (2)
- Paradigm shift in marcoms
- CAB hierarchy of effects
- The importance of IMC (3)
- Expanding brand integration
- Branding and integration
- Real integration
- Client set marketing objectives
- End note
- Conclusion
This material is restricted to subscribers.
Topics Covered
- IMC Defined
- Structural characteristics
- Rapidity of change
- An end of mass marketing
- The paradox
- What should be integrated?
- To deliver what benefits?
- The 'seeming issues'
- Progressive issues in relation to brands and branding
- An ad agency example
- The commitment to integration
- Is IMC 'integrated'?
- The importance of IMC
- Campaign (1997 & 1998) the importance of IMC
- Paradigm shift in how marcoms works
- CAB hierarchy of effects
- The importance of IMC
- Expanding brand integration: broadening influences
- Branding & integration
- Real integration
- The lead discipline driven by client-set marketing objectives
Talk Citation
Kitchen, P.J. (2012, January 1). Integrated marketing communications [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/MBRP3953.Export Citation (RIS)
Publication History
Integrated marketing communications
Published on January 1, 2012
39 min