IMC Components
- The Foundation - is based on a strategic understanding of the product and market. This includes changes in technology, buyer attitudes and behaviour and anticipated moves by competitors.
- The Corporate Culture - increasingly brands are seen as indivisible from the vision, capabilities, personality and culture of the corporation.
- The Brand Focus - is the logo, corporate identity, tagline, style and core message of the brand.
- Consumer Experience - includes the design of the product and its packaging, the product experience (for instance in a retail store) and service.
- Communications Tools - includes all modes of advertising, direct marketing and online communications including social media.
- Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs.
- Integration Tools - software that enables the tracking of customer behaviour and campaign effectiveness. This includes customer relationship management (CRM) software, web analytics, marketing automation and inbound marketing software.
Read more about this topic: Integrated Marketing Communications
Famous quotes containing the word components:
“Hence, a generative grammar must be a system of rules that can iterate to generate an indefinitely large number of structures. This system of rules can be analyzed into the three major components of a generative grammar: the syntactic, phonological, and semantic components.”
—Noam Chomsky (b. 1928)