• earned media - media not paid for 
• mc example - chick-fil-a "eat mor chikin" campaign 
• communication proccess model 
• aida model 
• elemens of an IMC strategy 
• marketing communications 
• advertising 
• public relations 
• sales promotion 
• personal selling 
• direct marketing 
• digital ( online) marketing 
• advertising - a paid form of nonpersonal communication from an identifiable source 
• the most visible IMC element 
• designed to inform, persuade and remind ( the reciever to take some action, now or in the future) 
• Public Relations  - manages the firms communications to facilitat media relations, image managment, sponsorship, etc.. 
• the goal is to impress the media public 
• and cause engagements with the company 
• sales promotion 
• special incentives or excitement-building programs that encourage purchase of a product or service 
• coupons,rebates, premiums ( BOGO), sweepstakes, free samples, product placement... 
• personal selling 
• the two- way flow of communication between a buyer and seller designed to influence the buyer purchase decision
• personal selling - the two way flow of communication between a buyer and seller designed to influence the buyers purchase decision 
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