This is a complete summary of the Integrated Marketing Communications (MKTG2004) unit. The notes were created using both lecture notes and the textbook and organised by week. Week 1 to 12 are covered. They are:
- Week 1: Defining IMC
- Week 2: Generating Consumer Insights
- Week 3: Brand Positioning
- Week 4: Media planning & Budgeting in advertising
- Week 5: Traditional and Digital Media
- Week 6: Advertising Creatively
- Week 7: Planning and executing the creative appeal
- Week 8: Social Influence
- Week 9: Public Relations, Corporate reputation and sponsorship
- Week 10: Influence in Personal Selling
- Week 11 and Week 12: Direct Marketing and Sales Promotion
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