This document discusses integrated marketing communication and provides information on several related topics. It begins by discussing why integrated marketing took so long to develop and then provides examples on the Louisiana oil spill problem and potential solutions from Ocean Therapy Solutions. It also discusses concepts like the integrated marketing communication plan, different marketing strategies when time is short like word of mouth, buzz, viral and guerrilla techniques. The document concludes by asking the reader to identify target markets, communication objectives, budgets and promotion mixes for projects and how to measure the success of alternative promotion strategies.

1. Integrated Marketing Communication Why did it take so long? Christine Cope Pence, PhD July 6, 2010 Cal Poly Pomona 1 ©ccpence 07/10

2. The Louisiana Oil Spill The Problem 2 ©ccpence 07/10

3. Ocean Therapy Solutionshttp://www.ots.org/ A Solution 3 ©ccpence 07/10

4. Communication Source: Solomon, M. R. (2009). Real people, real choices, 6th ed. Upper Saddle River, NJ: Pearson Education. 4 ©ccpence 07/10

5. The IMC Plan Source: Solomon, M. R. (2009). Real people, real choices, 6th ed. Upper Saddle River, NJ: Pearson Education. 5 ©ccpence 07/10

6. Marketing when time is short … Word of mouth Buzz Viral Guerrilla Experiential Consumer-generated media 6 ©ccpence 07/10

7. Your project…Identify their target markets their communication objectives hints of the communication budget hints of the promotion mix 7 ©ccpence 07/10

8. Measuring success of alternative promotion strategies 8 ©ccpence 07/10 Contact information: Christine Cope Pence, PhD ccpence@gmail.com Tel (951) 236-8572