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Lecture notes Communication (KCOM328)

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Integrated marketing communication (IMC) can be defined as the process used to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across distinct media ch...

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  • August 19, 2024
  • 21
  • 2024/2025
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KCOM 328


Marketing
Communication:
An integrated
Approach
Ludi Koekemoer

, Chapter 1
Integrated Marketing Communication:
Past, Present and Future

, Aim of the chapter

To discuss the development of integrated marketing communication (IMC) in the past,
01 present and future.


The past is described by focusing on the evolution of the IMC concept, IM
02 tools and the three modes of marketing.

The present is discussed by focusing on the use of the IMC mix, the key role players, an
03 the IMC plan.


The future is discussed with reference to new media patterns, the move to
04 (integrated brand promotion) and the changing playing field of IMC.

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