Integrated marketing communications

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Integrated marketing communications is the careful coordination of all promotional messages—traditional advertising, direct marketing, interactive, public relations, sales promotion, personal selling, event marketing, and other communications—for a product or service to assure the consistency of messages at every contact point where a company meets the consumer.

Think about a product you have considered buying lately or one you recently bought. What elements of the promotional mix were used for this product? Where they integrated? How or how not? Which had the greatest influence on your purchase? Why?

Reference no: EM131369084

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