Chapter 11 – Integrated Marketing Communications
Introduction
This chapter explains why it is important to combine all channels and distribution methods mentioned in previous chapters in a consistent and coherent way.
These channels and distribution methods need to be in line with each other, meaning customers should experience brand characteristics and promotional approaches the same way across all channels.
Integrated marketing communications (IMC) is a practice that ensures your message is clear, consistent, and reliable.
Readings
11.1 Integrated Marketing Communications (IMC) from Principles of Marketing – H5P Edition (2022).- 11.2 The Promotion (Communication) Mix from Principles of Marketing – H5P Edition (2022).
- 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems from Principles of Marketing – H5P Edition (2022).
- All of Chapter 13 (Integrated Marketing Communications), starting with:
- 13.1 The Promotion Mix and Its Elements from Principles of Marketing (Albrecht et al., 2023).
Practice Activities
Various criteria determine the Promotions Mix. In this Memory Card game, match the criterion with the corresponding example.
Media Attributions
- H5P Image 18: Person holding white Samsung Galaxy Tab by Firmbee.com [firmbee], via Unsplash, is used under the Unsplash license.
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
Firmbee.com. (2015). Person holding white Samsung Galaxy Tab [Image]. Unsplash. https://unsplash.com/photos/person-holding-white-samsung-galaxy-tab-jrh5lAq-mIs.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
