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CCTV helicopter at Shanghai MotoGP What sources of information are available to promote an event? Which do you think are most effective – why? © by McGraw-Hill Education (Asia) Integrated Marketing Communications Model Public relations Advertising Marketing & promotion © by McGraw-Hill Education (Asia) Integrated Marketing Communications (IMC) IMC consists of the communication functions of marketing, public relations, and advertising and promotion. It is a mix of controlled and uncontrolled potential sources of influence Communication actions can be selectively chosen and integrated into a powerful communication strategy to effectively cut through the clutter of media messages received each day IMC can ensure consistent messages are delivered through communication channels © by McGraw-Hill Education (Asia) Integrated Marketing Communications (IMC) Important to create positive event awareness, intent and actual event participation Motives to participant will differ. The right message must be highlighted through channels that effectively reach target stakeholders and motivate their participation Participants will have formed a mental image and expectations – any gap between perception and reality will lead to dissatisfaction © by McGraw-Hill Education (Asia) Manchester Utd Football team in Hong Kong, 2006 This was a one-off event. What factors do companies consider before committing advertising revenues to the event? © by McGraw-Hill Education (Asia)
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