Page 99 - EBOOK DPM 10013 POM-FINAL 25.10.2021

LEARNING OBJECTIVES:

Explain Integrated Marketing Communication

Examine Objectives of Marketing Communication Mix

Examine the 5 elements of promotion mix

8.0 INTEGRATED MARKETING COMMUNICATIONS

Integrated marketing communication (IMC) involves identifying the target audience
and shaping a well-coordinated promotional program to elicit the desired audience

response (Yusniza kamarulzaman, 2013)

Integrated marketing is a systematic strategy to merging communications and
interactive experiences aimed at specific audiences and individuals, and it coordinates

all parts of a brand's marketing, including:

Paid media (such as print ads, direct mail, and online display and programmatic
advertising);

Media that has been earned (Organic search fuelled by content marketing, PR and

online influencer outreach)

Owned media (including social media, on-site UX, customer support, and direct

messaging via email and mobile) to create consistent message that is channel-specific
where possible, presenting a cohesive and smooth experience to customers across

their customer lifecycle or path to purchase."

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