An Introduction to Integrated Marketing Communications

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The Growth of Advertising and PromotionExpenditure in Billions of DollarsU.S. AdvertisingU.S. SalesPromotion20021980AdvertisingOutside U.S.$0 $50 $100 $150 $200 $250 $300© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC–Audience Contact PointsPoint ofPurchasePublicityPublicRelationsPackagingInternet/InteractiveMediaDirect Mail<strong>Marketing</strong><strong>Communications</strong>AudienceDirectResponseSalesPromotionPrintMediaBroadcastMediaOutdoorEvents© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Page 1: An Introduction toIntegrated Market
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 and 20: Using the Internet as an IMC ToolTh
Page 21 and 22: Sales Promotion ToolsCouponsSamples
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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