Integrated Marketing Communications Application in the Education Market
Abstract
IMC include technology of marketing, advertising, public relations. Combination of all marketing communications tools on the basis of common business goals of the organization aids to reduce the budget and increase the cost-effectiveness of product promotion. The article concerns IMC basic principles, the significance of elaboration asingle communication concept. The article deals with advantages of integrated marketing communications as a tool of interaction with consumers. The author analyzes the possibility of applying for education various types of advertising, marketing tools, events and PR-activities. The article offers original ideas for advertising clips, open days, personal communications.
About the Author
Svetlana Aleksandrovna Levina
North-West Institute of Management - branch of the Russian Presidential Academy of National Economy and Public Administration
Russian Federation
Russian Federation
References
1. Integrated Marketing Communications [Integrirovannye marketingovye kommunikatsii] / ed. I. M. Sinyaeva. M. : UNITY, 2012. 504 p. (rus)
2. Kotler F. Marketing A to Z: 80 Concepts that every manager needs to know [Marketing ot A do Ya: 80 kontseptsii, kotorye dolzhen znat’ kazhdyi menedzher]. M. : Alpina Publisher [Al’pina Pablisher], 2010. 211 p. (rus)
3. Chumikov A. N. Advertising and public relations: the image, the reputation of the brand [Reklama i svyazi s obshchestvennost’yu: imidzh, reputatsiya, brend]. M. : Aspect Press, 2014. 159 p. (rus)
4. Yakovlev I. P. Keys to communicate. Basic theory of communication [Klyuchi k obshcheniyu. Osnovy teorii kommunikatsii]. SPb. : Avalon ; ABC-classic, 2006. 240 p. (rus)
Review
For citations:
Levina S.A. Integrated Marketing Communications Application in the Education Market. Administrative Consulting. 2015;(6):173-181. (In Russ.)
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