Integrated Marketing Communications

3.

The Promotional Mix: Tools of IMC

3.1.

3.1.1.

Role of Advertising in IMC

3.1.1.1.

Mass Communication

3.1.1.2.

3.1.1.3.

Supporting Other IMC Tools

3.1.1.4.

Creating Awareness

3.1.2.

Advertising Objectives

3.1.2.1.

Informing Audiences

3.1.2.2.

Persuading Consumers

3.1.2.3.

Reminding Customers

3.1.2.4.

Reinforcing Brand Messages

3.1.3.

Types of Advertising

3.1.3.1.

Brand Advertising

3.1.3.2.

Retail Advertising

3.1.3.3.

Direct-Response Advertising

3.1.3.4.

Business-to-Business Advertising

3.1.3.5.

Corporate Advertising

3.1.3.6.

Public Service Advertising

3.1.3.7.

Comparative Advertising

3.1.4.

Advertising Media Categories

3.1.4.1.

3.1.4.1.1.

3.1.4.1.2.

3.1.4.1.3.

3.1.4.2.

Broadcast Media

3.1.4.2.1.

3.1.4.2.2.

3.1.4.2.3.

Streaming Audio

3.1.4.3.

3.1.4.3.1.

Display Advertising

3.1.4.3.2.

Search Advertising

3.1.4.3.3.

Social Media Advertising

3.1.4.3.4.

Video Advertising

3.1.4.4.

Out-of-Home Media

3.1.4.4.1.

3.1.4.4.2.

Transit Advertising

3.1.4.4.3.

Digital Signage

3.2.

Direct Marketing

3.2.1.

Characteristics of Direct Marketing

3.2.1.1.

Personalization

3.2.1.2.

3.2.1.3.

Relationship Building

3.2.1.4.

Direct Response

3.2.2.

Direct Marketing Channels

3.2.2.1.

3.2.2.1.1.

3.2.2.1.2.

3.2.2.1.3.

3.2.2.1.4.

3.2.2.2.

3.2.2.2.1.

3.2.2.2.2.

3.2.2.3.

Direct-Response Broadcasting

3.2.2.3.1.

3.2.2.3.2.

3.2.2.4.

Digital Direct Marketing

3.2.2.4.1.

Email Marketing

3.2.2.4.2.

3.2.2.4.3.

3.2.3.

Database Marketing

3.2.3.1.

Customer Database Development

3.2.3.2.

Data Collection Methods

3.2.3.3.

Data Analysis and Segmentation

3.2.3.4.

Privacy and Compliance

3.3.

Digital and Internet Marketing

3.3.1.

Digital Marketing Fundamentals

3.3.1.1.

Digital Ecosystem

3.3.1.2.

Customer Digital Journey

3.3.1.3.

Omnichannel Integration

3.3.2.

Media Classification

3.3.2.1.

3.3.2.1.1.

Company Websites

3.3.2.1.2.

3.3.2.1.3.

3.3.2.2.

3.3.2.2.1.

3.3.2.2.2.

3.3.2.2.3.

Social Media Ads

3.3.2.3.

3.3.2.3.1.

3.3.2.3.2.

Reviews and Ratings

3.3.2.3.3.

3.3.3.

Search Engine Marketing

3.3.3.1.

Search Engine Optimization

3.3.3.1.1.

3.3.3.1.2.

3.3.3.1.3.

3.3.3.1.4.

3.3.3.2.

Pay-Per-Click Advertising

3.3.3.2.1.

3.3.3.2.2.

3.3.3.2.3.

3.3.3.2.4.

Display Network

3.3.4.

Social Media Marketing

3.3.4.1.

Platform Selection

3.3.4.1.1.

3.3.4.1.2.

3.3.4.1.3.

3.3.4.1.4.

3.3.4.1.5.

3.3.4.1.6.

3.3.4.2.

Content Strategy

3.3.4.2.1.

Content Planning

3.3.4.2.2.

Content Creation

3.3.4.2.3.

Content Curation

3.3.4.3.

Community Management

3.3.4.3.1.

Engagement Strategies

3.3.4.3.2.

Customer Service

3.3.4.3.3.

Crisis Management

3.3.4.4.

Social Media Advertising

3.3.4.4.1.

Targeting Options

3.3.4.4.2.

3.3.4.4.3.

Campaign Optimization

3.3.5.

Content Marketing

3.3.5.1.

Content Strategy Development

3.3.5.2.

3.3.5.2.1.

3.3.5.2.2.

3.3.5.2.3.

3.3.5.2.4.

3.3.5.2.5.

3.3.5.2.6.

3.3.5.3.

Content Distribution

3.3.5.4.

Content Performance Measurement

3.3.6.

Email Marketing

3.3.6.1.

List Building Strategies

3.3.6.2.

Email Campaign Types

3.3.6.2.1.

3.3.6.2.2.

Promotional Emails

3.3.6.2.3.

Transactional Emails

3.3.6.2.4.

Automated Sequences

3.3.6.3.

Email Design and Copywriting

3.3.6.4.

Personalization and Segmentation

3.3.6.5.

Deliverability Optimization

3.3.7.

Mobile Marketing

3.3.7.1.

Mobile Strategy Development

3.3.7.2.

Mobile Applications

3.3.7.2.1.

App Store Optimization

3.3.7.2.2.

In-App Advertising

3.3.7.2.3.

Push Notifications

3.3.7.3.

SMS and MMS Marketing

3.3.7.4.

Location-Based Marketing

3.3.7.4.1.

3.3.7.4.2.

Beacon Technology

3.3.8.

Influencer Marketing

3.3.8.1.

Influencer Identification

3.3.8.1.1.

Micro-Influencers

3.3.8.1.2.

Macro-Influencers

3.3.8.1.3.

Celebrity Endorsements

3.3.8.2.

Campaign Development

3.3.8.2.1.

Partnership Agreements

3.3.8.2.2.

Content Guidelines

3.3.8.2.3.

Campaign Execution

3.3.8.3.

Performance Measurement

3.3.9.

Affiliate Marketing

3.3.9.1.

Affiliate Program Setup

3.3.9.2.

Affiliate Recruitment

3.3.9.3.

Commission Structures

3.3.9.4.

Tracking and Attribution

3.4.

Sales Promotion

3.4.1.

Sales Promotion Characteristics

3.4.1.1.

Short-Term Focus

3.4.1.2.

Incentive-Based

3.4.1.3.

Action-Oriented

3.4.2.

Consumer Promotions

3.4.2.1.

Price-Based Promotions

3.4.2.1.1.

3.4.2.1.2.

3.4.2.1.3.

Price Reductions

3.4.2.2.

Product-Based Promotions

3.4.2.2.1.

3.4.2.2.2.

3.4.2.2.3.

3.4.2.3.

Activity-Based Promotions

3.4.2.3.1.

3.4.2.3.2.

3.4.2.3.3.

3.4.2.4.

Loyalty Programs

3.4.2.4.1.

3.4.2.4.2.

3.4.2.4.3.

Cashback Programs

3.4.3.

Trade Promotions

3.4.3.1.

Trade Allowances

3.4.3.1.1.

Slotting Allowances

3.4.3.1.2.

Display Allowances

3.4.3.1.3.

Advertising Allowances

3.4.3.2.

Dealer Incentives

3.4.3.2.1.

Volume Discounts

3.4.3.2.2.

Performance Bonuses

3.4.3.3.

Trade Shows and Events

3.4.3.4.

Cooperative Advertising Programs

3.4.4.

Promotion Planning and Execution

3.4.4.1.

Objective Setting

3.4.4.2.

Budget Allocation

3.4.4.3.

Timeline Development

3.4.4.4.

Legal Considerations

3.5.

Public Relations and Publicity

3.5.1.

Public Relations Functions

3.5.1.1.

Reputation Management

3.5.1.2.

Stakeholder Relations

3.5.1.3.

Crisis Communication

3.5.1.4.

Media Relations

3.5.2.

PR Tools and Tactics

3.5.2.1.

Media Relations

3.5.2.1.1.

3.5.2.1.2.

Press Conferences

3.5.2.1.3.

3.5.2.1.4.

Editorial Pitching

3.5.2.2.

Events and Experiences

3.5.2.2.1.

Product Launches

3.5.2.2.2.

Corporate Events

3.5.2.2.3.

3.5.2.2.4.

3.5.2.3.

Content and Publications

3.5.2.3.1.

3.5.2.3.2.

3.5.2.3.3.

Blogs and Articles

3.5.2.4.

3.5.2.4.1.

Social Media PR

3.5.2.4.2.

Online Reputation Management

3.5.2.4.3.

Influencer Relations

3.5.3.

Publicity Management

3.5.3.1.

Generating Positive Coverage

3.5.3.2.

Story Development

3.5.3.3.

Media Relationship Building

3.5.3.4.

Handling Negative Publicity

3.5.4.

Crisis Communication

3.5.4.1.

Crisis Preparation

3.5.4.1.1.

Crisis Communication Plan

3.5.4.1.2.

Spokesperson Training

3.5.4.1.3.

Message Development

3.5.4.2.

Crisis Response

3.5.4.2.1.

Immediate Response

3.5.4.2.2.

Ongoing Communication

3.5.4.2.3.

Stakeholder Management

3.5.4.3.

Post-Crisis Recovery

3.6.

Personal Selling

3.6.1.

Role in IMC Strategy

3.6.1.1.

Relationship Building

3.6.1.2.

Customized Communication

3.6.1.3.

Complex Product Sales

3.6.1.4.

B2B Applications

3.6.2.

Sales Process Stages

3.6.2.1.

Prospecting and Lead Generation

3.6.2.2.

Pre-Approach Research

3.6.2.3.

Initial Approach

3.6.2.4.

Needs Assessment

3.6.2.5.

Presentation and Demonstration

3.6.2.6.

Objection Handling

3.6.2.7.

Closing Techniques

3.6.2.8.

Follow-Up and Relationship Management

3.6.3.

Sales Force Management

3.6.3.1.

Recruitment and Selection

3.6.3.2.

Training and Development

3.6.3.3.

Compensation and Motivation

3.6.3.4.

Performance Evaluation

3.6.4.

Integration with Other IMC Tools

3.6.4.1.

Lead Generation Support

3.6.4.2.

Campaign Coordination

3.6.4.3.

Customer Data Sharing

3.6.4.4.

Feedback Loop Creation

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4. Creative Strategy and Message Development