An Introduction to Integrated Marketing Communications

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American Airlines EncouragesCus<strong>to</strong>mers <strong>to</strong> Do It All Online© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin+
Sales Promotion ToolsCouponsSamplesPremiumsContests/SweepstakesRefunds/RebatesBonus PacksLoyalty ProgramsEvents• Consumeroriented• [For end-users]TradeAllowancesPOP DisplaysTrainingProgramsTradeShowsCoopAdvertising• Tradeoriented• [For resellers]© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Page 1 and 2: An Introduction toIntegrated Market
Page 3 and 4: IMC-Audience Contact PointsPoint of
Page 5 and 6: Traditional Approach to MarketingCo
Page 7 and 8: The US Army Uses TV Advertising asP
Page 9 and 10: Dell Focuses on Building a Relation
Page 11 and 12: Intel’s Advertising Helps Build B
Page 13 and 14: Basic Elements of the Promotional M
Page 15 and 16: Great Advertising Can Strike aRespo
Page 17 and 18: Direct Marketing is Part of IMCInte
Page 19: Using the Internet as an IMC ToolTh
Page 23 and 24: Advertising Versus PublicityFactorA
Page 25 and 26: Public Relations ToolsPublicityVehi
Page 27 and 28: Integrated Marketing Communications

An Introduction to Integrated Marketing Communications

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