Lektion 9: Integrated Marketing Communications 1: Mass Communications Techniques

The concept of carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Ensuring the TV ad matches the website and the in-store display.

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

TV commercials, billboards, print ads.

Short-term incentives to encourage the purchase or sale of a product or service.

"Buy One Get One Free," Coupons, Discounts.

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Press releases, press conferences, crisis management.

A business relationship between a provider of funds, resources, or services and an individual, event, or organization which offers in return some rights and association that may be used for commercial advantage.

Coca-Cola sponsoring the Olympics; Red Bull sponsoring extreme sports.

The deliberate placing of products and/or their logos in movies and television programmes, usually in return for money.

James Bond wearing an Omega watch.

Any out-of-home display advertising that does not fall into standard categories (like billboards), utilizing unusual locations.

Ads on shopping carts, petrol pumps, or floors.

Capturing the attention of consumers by the creation of highly unusual and unexpected forms of promotional activity.

Flash mobs, sticker bombing, unexpected street stunts.

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels.

Trade discounts to retailers to stock the product.

A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product.

TV ads making customers ask retailers for the product.

A model of the series of mental stages through which consumers move as a result of marketing communications.

Awareness, Interest, Desire, Action.

A marketing strategy where a company tries to associate itself with a major event without paying sponsorship fees.

Nike running ads featuring athletes during the Olympics without being an official sponsor.