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Principles of IMC

Principles of IMC. IMCY Award Competition Workshop October 22, 2007 Presenter: Professor Sheila Wexler. Marketing Communications. Advertising Public relations Events and sponsorships Packaging Sales promotion Customer service Personal selling. Principles of IMC.

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Principles of IMC

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  1. Principles of IMC IMCY Award Competition Workshop October 22, 2007 Presenter: Professor Sheila Wexler

  2. Marketing Communications • Advertising • Public relations • Events and sponsorships • Packaging • Sales promotion • Customer service • Personal selling

  3. Principles of IMC Concept: Focus on customer relationships Result:More sales and profits, not just generatingsales transactions

  4. Principles of IMC A process for planning, executing, and monitoring the brand messages that create customer relationships.

  5. Principles of IMC • Integration needs to occur in all areas where a customer comes in contact with a brand • Emphasis includes two-way communication • Focus is on customer retention rather than on single transactions

  6. Principles of IMC • Establishes customer relationship with the brand • Differentiation from competitors by being more customer focused • Ongoing evaluation

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