Section 5: Distribution, Integrated Marketing Communication (IMC)
Section 5: Distribution, Integrated Marketing Communication (IMC)
“Distribution … Direct and indirect access … Channel partners and Economics … Dynamics of Intermediation … Integrated Marketing Communication (IMC) … IMC Options, the AIDA Model, Push vs. Pull … Darren and Paul Discuss Takeaways … Instructor Wrap-up”
Discussion on the importance of distribution and how it has been disrupted by the internet and can be a competitive advantage.
Direct and indirect distribution and factors surrounding that decision.
Tools for building an integrated marketing communication plan.
The combination you choose and how you pull the levers, what effort you put in, time and money into what combination, will depend on what your marketing communication objectives are.
Case study: Dove soap’s revolutionary campaign on the notion of beauty.
Using the AIDA model for a more effective campaign and how to use push (outbound) and pull (inbound) marketing.
