Matching Pairs Marketing CommunicationOnline version MC and IMC by Joan Samblancat Cantó 1 Integrated MArketing Communication 2 In order to evaluate a campaign you can do 3 A campaign plan in promotion is used to 4 The Principles of IMC are 7: 5 Marketing communications or Promotions is 6 Marketing 7 Brand communication strategy involves all these brands areas: solve a problem in a specific timeframe. It includes a variety of messages carried in different media and targeting different audiences. The parts of a campaign plan are: Situation analysys (SWOT) Key strategic campaign decisiones (Objectives, segmentations, targets, positioning, repositioning and budgeting) IMC is tactical and strategic consumer business centric process boosted by ICT which delivers a message throughout the coordination and sinergies of different communication tools and channels to nourish long lasting relationships with customers and stakeholders and create and mantain brand equity Tactical and strategic business process Coordination and synergies of different communication tools and channels Clear and consistent messages Communication based on ICT Consumer based communication IMC as relationship approach Imc as a component of brand equity (product perception, brand image, brand loyalty and brand awareness ___ is an activity, set of institutions and processes for creating, communicating and delivering and exchanging offerings that have value Brand awareness, identity, personality and liking, promise and preference, image and loyalty these 3 stages: testing, monitoring and measurement. Some types of evaluations are: Development research, concurrente research, post-tetin research, diagnostic research. instruments used by companies to communicate with its target groups and stakeholders to promote products or companies as a whole. It is the promotion part of the marketing mix
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