Evolution of IMC, Advertising Industry and Its Main Players Lecture 1.
IMC Lecture 5
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...the 3P's of promotional strategy and internal marketing.
Transcript of IMC Lecture 5
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context analysis promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
• Pull… to influence consumers
• Push… to influence the channel members or provide
information
• Profile… to influence a range of stakeholders
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Wholesaler or distributor
Wholesaler or distributor
Local communities
Strategic balance…
Internal marketing communications…
It is simply internal communications to an important or central audience
What business (market) they are in…
When identity is important
Employees need to deliver both functional and emotional dimensions
Impact on employees...