14. Promotion - IMC
Type Lecture
Completed
Prac
1. The Promotion Mix
2. Integrated Marketing Communications
2.1 The New Marketing Communications Model
2.2 Need for IMC
3. Developing Effective Marketing Communication
3.1 The Communication Process
4. Setting the Total Promotion Budget and Mix
1. The Promotion Mix
⇒ The Promotion mix is the Marketing Communications Mix
= a specific blend of promotion tools that the company uses to persuasively
communicate C value & build C relationships
14. Promotion - IMC 1
, Elements of the Promotion mix
The POEM-model
Paid Media
→ brand pays to use the channel, towards strangers, general
consumers in the target group
e.g. TV, radio, social media ads,…
Owned Media
→ brand controls the channel, paid advertising space towards
customers
e.g. Brochures, company blog or website,…
Earned Media
→ Customer becomes the channel, message passed between C as
result of good experience with the brand
e.g. Word of mouth, C recommendations,…
2. Integrated Marketing Communications
2.1 The New Marketing Communications Model
⇒ The communications environment is rapidly evolving, marketing strategies become more focused, C are
getting more informed
Advancements in digital technology
→ New communications tools & platforms like social media, IoT devices,….
→ Digital & social media: more targeted, social & engaging marketing
→ Strong focus on digital advertising (“
Digital-first approach”)
Content Marketing
= A marketing approach focused on creating valuable, relevant, useful content
⇒ It feels more natural & doesn’t interrupt the audience,
14. Promotion - IMC 2
Type Lecture
Completed
Prac
1. The Promotion Mix
2. Integrated Marketing Communications
2.1 The New Marketing Communications Model
2.2 Need for IMC
3. Developing Effective Marketing Communication
3.1 The Communication Process
4. Setting the Total Promotion Budget and Mix
1. The Promotion Mix
⇒ The Promotion mix is the Marketing Communications Mix
= a specific blend of promotion tools that the company uses to persuasively
communicate C value & build C relationships
14. Promotion - IMC 1
, Elements of the Promotion mix
The POEM-model
Paid Media
→ brand pays to use the channel, towards strangers, general
consumers in the target group
e.g. TV, radio, social media ads,…
Owned Media
→ brand controls the channel, paid advertising space towards
customers
e.g. Brochures, company blog or website,…
Earned Media
→ Customer becomes the channel, message passed between C as
result of good experience with the brand
e.g. Word of mouth, C recommendations,…
2. Integrated Marketing Communications
2.1 The New Marketing Communications Model
⇒ The communications environment is rapidly evolving, marketing strategies become more focused, C are
getting more informed
Advancements in digital technology
→ New communications tools & platforms like social media, IoT devices,….
→ Digital & social media: more targeted, social & engaging marketing
→ Strong focus on digital advertising (“
Digital-first approach”)
Content Marketing
= A marketing approach focused on creating valuable, relevant, useful content
⇒ It feels more natural & doesn’t interrupt the audience,
14. Promotion - IMC 2
