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1. Introduction
2. Four main questions
3. Early definition of IMC
4. Deleting the early definition
5. New definition of IMC
6. Structural characteristics of IMC
7. Stages in IMC development
8. Rapidity of change
9. An end of mass marketing?
10. The paradox
11. What should be integrated?
12. Benefits of IMC
13. The 'seeming issues'
14. Brands and branding
15. An example
16. Committing to integration
17. Is IMC 'integrated'?
18. The importance of IMC (1)
19. IMC is a necessity
20. The importance of IMC (2)
21. Paradigm shift in marcoms
22. CAB hierarchy of effects
23. The importance of IMC (3)
24. Expanding brand integration
25. Branding and integration
26. Real integration
27. Client set marketing objectives
28. End note
29. Conclusion

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

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 1, 2012