Chapter 16: Integrated Marketing Communications

    First, I will discuss the AIDA concept and its relationship to the promotional mix. The way we keep the costumers’ attention at Amway Global is through our IBOs. We ask our IBOS to spread the word and have meetings where we enlighten those that don’t know about Amway. Then there is interest; you keep the customer’s interest by following up with them and making sure that they are satisfied. Desire and action go hand in hand.

    The goals of promotion are to induce, modify, or reinforce behavior by informing, persuading, and reminding. Integrated marketing communications is the careful coordination of all promotional messages for a product or service to assure the consistency of all messages at every contact point where a company meets the consumer. I would say that this consists of commercials, videos on websites, cds and books, catalogs etc. These all can be considered as advertising, sales, direct marketing and public relations.