What is Integrated Marketing Communications Strategy? Integrated marketing communications explained

This video details integrated marketing communications (IMC) strategy and how it fits into a firm's overall marketing strategy. IMC Strategy focuses on the promotions element of the 4 Ps of marketing and specifies different communication strategies for the firm, including advertising and public relations. This video will also provide integrated marketing communications examples.

This video is helpful for anyone attempting to understand the basics of the promotion side of marketing (i.e., the promotion mix), including marketing undergraduate students, undergraduate business students, marketing graduate students, high school students studying business, hospitality management students, or someone looking to start their own business.

For a written explanation of the (integrated marketing communication) IMC concept feel free to check out my article on LinkedIn (Branding Your Company for Success: An Integrated Marketing Approach) for free:

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0:00 Introduction
0:10 What part of the marketing mix (4Ps) does IMC address?
2:35 What are the strategic goals of the promotion mix?
4:21 What is IMC?
6:20 Elements of the promotional mix
8:36 Advertising as a promotion tactic
11:09 Advertising tactical decision
15:27 Advertising message (Cont.)
17:04 Advertising Media Mix
18:47 Push versus Pull Strategies in Marketing Communications
20:27 Sales Promotion: Trade Sales Promotions
21:56 Sales Promotion: Consumer Promotions
24:15 Cons of using Sales Promotions
26:31 Public Relations (PR)
27:24 Common forms of PR
28:47 Direct Marketing
30:07 Personal selling

[elkc]

I love clear voiced videos lke this. Shame its so niche it doesnt get more views

[vinceimperio]

Thank you so much, Dr. Manis. You condensed two semesters worth of information in just 30 minutes in an easy to understand format. By chance are you planning on making videos about advertising? (like the AIDA model, or parts of an ad campaign)

[cupofjoen]

Hi. Dr. Manis, how can I cite this video for my thesis? I am a visual communication student (designer), I got challenged by the HoP to use IMC for my promotion media project. IMC is alien to me, so it is helpful to find videos like this.

[yitasebtefera]

Dr recent viedo of IMC if you can attach us please.