Integrated Marketing Communications

  1. The Promotional Mix: Tools of IMC
    1. Advertising
      1. Role of Advertising in IMC
        1. Mass Communication
          1. Brand Building
            1. Supporting Other IMC Tools
              1. Creating Awareness
              2. Advertising Objectives
                1. Informing Audiences
                  1. Persuading Consumers
                    1. Reminding Customers
                      1. Reinforcing Brand Messages
                      2. Types of Advertising
                        1. Brand Advertising
                          1. Retail Advertising
                            1. Direct-Response Advertising
                              1. Business-to-Business Advertising
                                1. Corporate Advertising
                                  1. Public Service Advertising
                                    1. Comparative Advertising
                                    2. Advertising Media Categories
                                      1. Broadcast Media
                                        1. Television
                                          1. Radio
                                            1. Streaming Audio
                                            2. Digital Media
                                              1. Display Advertising
                                                1. Search Advertising
                                                  1. Social Media Advertising
                                                    1. Video Advertising
                                                    2. Out-of-Home Media
                                                      1. Billboards
                                                        1. Transit Advertising
                                                          1. Digital Signage
                                                      2. Direct Marketing
                                                        1. Characteristics of Direct Marketing
                                                          1. Personalization
                                                            1. Measurability
                                                              1. Relationship Building
                                                                1. Direct Response
                                                                2. Direct Marketing Channels
                                                                  1. Direct Mail
                                                                    1. Postcards
                                                                      1. Letters
                                                                        1. Catalogs
                                                                          1. Packages
                                                                          2. Telemarketing
                                                                            1. Inbound Calls
                                                                              1. Outbound Calls
                                                                              2. Direct-Response Broadcasting
                                                                                1. Television
                                                                                  1. Radio
                                                                                  2. Digital Direct Marketing
                                                                                    1. Email Marketing
                                                                                      1. SMS Marketing
                                                                                        1. Mobile Apps
                                                                                      2. Database Marketing
                                                                                        1. Customer Database Development
                                                                                          1. Data Collection Methods
                                                                                            1. Data Analysis and Segmentation
                                                                                              1. Privacy and Compliance
                                                                                            2. Digital and Internet Marketing
                                                                                              1. Digital Marketing Fundamentals
                                                                                                1. Digital Ecosystem
                                                                                                  1. Customer Digital Journey
                                                                                                    1. Omnichannel Integration
                                                                                                    2. Media Classification
                                                                                                      1. Owned Media
                                                                                                        1. Company Websites
                                                                                                          1. Mobile Apps
                                                                                                            1. Email Lists
                                                                                                            2. Earned Media
                                                                                                              1. Social Shares
                                                                                                                1. Reviews and Ratings
                                                                                                                  1. Media Coverage
                                                                                                                2. Search Engine Marketing
                                                                                                                  1. Search Engine Optimization
                                                                                                                    1. On-Page SEO
                                                                                                                      1. Off-Page SEO
                                                                                                                        1. Technical SEO
                                                                                                                          1. Local SEO
                                                                                                                          2. Pay-Per-Click Advertising
                                                                                                                            1. Bing Ads
                                                                                                                              1. Shopping Ads
                                                                                                                                1. Display Network
                                                                                                                              2. Social Media Marketing
                                                                                                                                1. Platform Selection
                                                                                                                                  1. Facebook
                                                                                                                                    1. Instagram
                                                                                                                                      1. Twitter
                                                                                                                                        1. LinkedIn
                                                                                                                                          1. TikTok
                                                                                                                                            1. YouTube
                                                                                                                                            2. Content Strategy
                                                                                                                                              1. Content Planning
                                                                                                                                                1. Content Creation
                                                                                                                                                  1. Content Curation
                                                                                                                                                  2. Community Management
                                                                                                                                                    1. Engagement Strategies
                                                                                                                                                      1. Customer Service
                                                                                                                                                        1. Crisis Management
                                                                                                                                                        2. Social Media Advertising
                                                                                                                                                          1. Targeting Options
                                                                                                                                                            1. Ad Formats
                                                                                                                                                              1. Campaign Optimization
                                                                                                                                                            2. Content Marketing
                                                                                                                                                              1. Content Strategy Development
                                                                                                                                                                1. Content Types
                                                                                                                                                                  1. Blog Posts
                                                                                                                                                                    1. Video Content
                                                                                                                                                                      1. Infographics
                                                                                                                                                                        1. Podcasts
                                                                                                                                                                          1. Webinars
                                                                                                                                                                            1. E-books
                                                                                                                                                                            2. Content Distribution
                                                                                                                                                                              1. Content Performance Measurement
                                                                                                                                                                              2. Email Marketing
                                                                                                                                                                                1. List Building Strategies
                                                                                                                                                                                  1. Email Campaign Types
                                                                                                                                                                                    1. Newsletters
                                                                                                                                                                                      1. Promotional Emails
                                                                                                                                                                                        1. Transactional Emails
                                                                                                                                                                                          1. Automated Sequences
                                                                                                                                                                                          2. Email Design and Copywriting
                                                                                                                                                                                            1. Personalization and Segmentation
                                                                                                                                                                                              1. Deliverability Optimization
                                                                                                                                                                                              2. Mobile Marketing
                                                                                                                                                                                                1. Mobile Strategy Development
                                                                                                                                                                                                  1. Mobile Applications
                                                                                                                                                                                                    1. App Store Optimization
                                                                                                                                                                                                      1. In-App Advertising
                                                                                                                                                                                                        1. Push Notifications
                                                                                                                                                                                                        2. SMS and MMS Marketing
                                                                                                                                                                                                          1. Location-Based Marketing
                                                                                                                                                                                                            1. Geofencing
                                                                                                                                                                                                              1. Beacon Technology
                                                                                                                                                                                                            2. Influencer Marketing
                                                                                                                                                                                                              1. Influencer Identification
                                                                                                                                                                                                                1. Micro-Influencers
                                                                                                                                                                                                                  1. Macro-Influencers
                                                                                                                                                                                                                    1. Celebrity Endorsements
                                                                                                                                                                                                                    2. Campaign Development
                                                                                                                                                                                                                      1. Partnership Agreements
                                                                                                                                                                                                                        1. Content Guidelines
                                                                                                                                                                                                                          1. Campaign Execution
                                                                                                                                                                                                                          2. Performance Measurement
                                                                                                                                                                                                                          3. Affiliate Marketing
                                                                                                                                                                                                                            1. Affiliate Program Setup
                                                                                                                                                                                                                              1. Affiliate Recruitment
                                                                                                                                                                                                                                1. Commission Structures
                                                                                                                                                                                                                                  1. Tracking and Attribution
                                                                                                                                                                                                                                2. Sales Promotion
                                                                                                                                                                                                                                  1. Sales Promotion Characteristics
                                                                                                                                                                                                                                    1. Short-Term Focus
                                                                                                                                                                                                                                      1. Incentive-Based
                                                                                                                                                                                                                                        1. Action-Oriented
                                                                                                                                                                                                                                        2. Consumer Promotions
                                                                                                                                                                                                                                          1. Price-Based Promotions
                                                                                                                                                                                                                                            1. Coupons
                                                                                                                                                                                                                                              1. Rebates
                                                                                                                                                                                                                                                1. Price Reductions
                                                                                                                                                                                                                                                2. Product-Based Promotions
                                                                                                                                                                                                                                                  1. Samples
                                                                                                                                                                                                                                                    1. Premiums
                                                                                                                                                                                                                                                      1. Bonus Packs
                                                                                                                                                                                                                                                      2. Activity-Based Promotions
                                                                                                                                                                                                                                                        1. Contests
                                                                                                                                                                                                                                                          1. Sweepstakes
                                                                                                                                                                                                                                                            1. Games
                                                                                                                                                                                                                                                            2. Loyalty Programs
                                                                                                                                                                                                                                                              1. Points Systems
                                                                                                                                                                                                                                                                1. Tier Programs
                                                                                                                                                                                                                                                                  1. Cashback Programs
                                                                                                                                                                                                                                                                2. Trade Promotions
                                                                                                                                                                                                                                                                  1. Trade Allowances
                                                                                                                                                                                                                                                                    1. Slotting Allowances
                                                                                                                                                                                                                                                                      1. Display Allowances
                                                                                                                                                                                                                                                                        1. Advertising Allowances
                                                                                                                                                                                                                                                                        2. Dealer Incentives
                                                                                                                                                                                                                                                                          1. Volume Discounts
                                                                                                                                                                                                                                                                            1. Performance Bonuses
                                                                                                                                                                                                                                                                            2. Trade Shows and Events
                                                                                                                                                                                                                                                                              1. Cooperative Advertising Programs
                                                                                                                                                                                                                                                                              2. Promotion Planning and Execution
                                                                                                                                                                                                                                                                                1. Objective Setting
                                                                                                                                                                                                                                                                                  1. Budget Allocation
                                                                                                                                                                                                                                                                                    1. Timeline Development
                                                                                                                                                                                                                                                                                  2. Public Relations and Publicity
                                                                                                                                                                                                                                                                                    1. Public Relations Functions
                                                                                                                                                                                                                                                                                      1. Reputation Management
                                                                                                                                                                                                                                                                                        1. Stakeholder Relations
                                                                                                                                                                                                                                                                                          1. Crisis Communication
                                                                                                                                                                                                                                                                                            1. Media Relations
                                                                                                                                                                                                                                                                                            2. PR Tools and Tactics
                                                                                                                                                                                                                                                                                              1. Media Relations
                                                                                                                                                                                                                                                                                                1. Press Releases
                                                                                                                                                                                                                                                                                                  1. Press Conferences
                                                                                                                                                                                                                                                                                                    1. Media Kits
                                                                                                                                                                                                                                                                                                      1. Editorial Pitching
                                                                                                                                                                                                                                                                                                      2. Events and Experiences
                                                                                                                                                                                                                                                                                                        1. Product Launches
                                                                                                                                                                                                                                                                                                          1. Corporate Events
                                                                                                                                                                                                                                                                                                            1. Trade Shows
                                                                                                                                                                                                                                                                                                              1. Sponsorships
                                                                                                                                                                                                                                                                                                              2. Content and Publications
                                                                                                                                                                                                                                                                                                                1. Annual Reports
                                                                                                                                                                                                                                                                                                                  1. Newsletters
                                                                                                                                                                                                                                                                                                                    1. Blogs and Articles
                                                                                                                                                                                                                                                                                                                    2. Digital PR
                                                                                                                                                                                                                                                                                                                      1. Social Media PR
                                                                                                                                                                                                                                                                                                                        1. Online Reputation Management
                                                                                                                                                                                                                                                                                                                          1. Influencer Relations
                                                                                                                                                                                                                                                                                                                        2. Publicity Management
                                                                                                                                                                                                                                                                                                                          1. Generating Positive Coverage
                                                                                                                                                                                                                                                                                                                            1. Story Development
                                                                                                                                                                                                                                                                                                                              1. Media Relationship Building
                                                                                                                                                                                                                                                                                                                                1. Handling Negative Publicity
                                                                                                                                                                                                                                                                                                                                2. Crisis Communication
                                                                                                                                                                                                                                                                                                                                  1. Crisis Preparation
                                                                                                                                                                                                                                                                                                                                    1. Crisis Communication Plan
                                                                                                                                                                                                                                                                                                                                      1. Spokesperson Training
                                                                                                                                                                                                                                                                                                                                        1. Message Development
                                                                                                                                                                                                                                                                                                                                        2. Crisis Response
                                                                                                                                                                                                                                                                                                                                          1. Immediate Response
                                                                                                                                                                                                                                                                                                                                            1. Ongoing Communication
                                                                                                                                                                                                                                                                                                                                              1. Stakeholder Management
                                                                                                                                                                                                                                                                                                                                              2. Post-Crisis Recovery
                                                                                                                                                                                                                                                                                                                                            2. Personal Selling
                                                                                                                                                                                                                                                                                                                                              1. Role in IMC Strategy
                                                                                                                                                                                                                                                                                                                                                1. Relationship Building
                                                                                                                                                                                                                                                                                                                                                  1. Customized Communication
                                                                                                                                                                                                                                                                                                                                                    1. Complex Product Sales
                                                                                                                                                                                                                                                                                                                                                      1. B2B Applications
                                                                                                                                                                                                                                                                                                                                                      2. Sales Process Stages
                                                                                                                                                                                                                                                                                                                                                        1. Prospecting and Lead Generation
                                                                                                                                                                                                                                                                                                                                                          1. Pre-Approach Research
                                                                                                                                                                                                                                                                                                                                                            1. Initial Approach
                                                                                                                                                                                                                                                                                                                                                              1. Needs Assessment
                                                                                                                                                                                                                                                                                                                                                                1. Presentation and Demonstration
                                                                                                                                                                                                                                                                                                                                                                  1. Objection Handling
                                                                                                                                                                                                                                                                                                                                                                    1. Closing Techniques
                                                                                                                                                                                                                                                                                                                                                                      1. Follow-Up and Relationship Management
                                                                                                                                                                                                                                                                                                                                                                      2. Sales Force Management
                                                                                                                                                                                                                                                                                                                                                                        1. Recruitment and Selection
                                                                                                                                                                                                                                                                                                                                                                          1. Training and Development
                                                                                                                                                                                                                                                                                                                                                                            1. Compensation and Motivation
                                                                                                                                                                                                                                                                                                                                                                              1. Performance Evaluation
                                                                                                                                                                                                                                                                                                                                                                              2. Integration with Other IMC Tools
                                                                                                                                                                                                                                                                                                                                                                                1. Lead Generation Support
                                                                                                                                                                                                                                                                                                                                                                                  1. Campaign Coordination
                                                                                                                                                                                                                                                                                                                                                                                    1. Customer Data Sharing
                                                                                                                                                                                                                                                                                                                                                                                      1. Feedback Loop Creation

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                                                                                                                                                                                                                                                                                                                                                                                  4. Creative Strategy and Message Development