Marketing Communications Notes

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Unit 1
Introduction to IMC


In Unit 1 we introduce you to the study of integrated marketing communications. We begin by reviewing the basic communication model, looking at its component parts and applying them within a marketing context. We explore the key components of IMC, assess its value to marketers, and discuss how IMC can be applied in an international marketplace. We address the moral and ethical issues faced by marketers and look at the steps taken by governments and industry associations to regulate marketing practices. We finish the unit with a discussion of social responsibility and how and why marketers should engage in positive and socially responsible marketing activities. In this unit, you need to refer
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That’s a $6,000 HK value all for $1,500! And your name goes in the draw for the all expenses paid weekend at the top resort in Phuket, Thailand (you likely don’t notice the small print stating ‘luck plays no part in determining the winner’). Do consumers buy these exercise machines? Of course they do! Are they satisfied with the results? Some are, most aren’t. Do those who are dissatisfied return the machines — after all there is a money back guarantee? Again, some do, most don’t — perhaps having forgotten the machine that’s now at the back of the closet or too embarrassed to admit that they did not use it daily or change their diet to one of low fat and low carbs as outlined in the accompanying video. Do these companies make money? Some do, most don’t ... at least not over the long term. Those that sell bona fide products that produce the desired results with the required effort stated in their promotional campaigns do. Those that sell hyped products that fail to deliver promised results or benefits often find that as the market in one country dries up, they are forced to make a costly move to another country. Do consumers buy these products again, or recommend them to their friends and family? Only if the product satisfies the consumers’ needs, wants and desires and it delivers the features, value and benefits promised. As any business person will tell you, it costs less to sell something twice to the same person than to sell something once to two different
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