Sandhu, Content and Social Media Coordinator at the IPM shares her journey on the
IPM Foundation Certificate through an ongoing series of diary entries.
March 2019 - Promotional Marketing and its Role in IMC
This was my first session on the IPM Foundation Certificate.
As someone new to the industry, and grasping the rails as the new Content and
Social Media Coordinator for the IPM, I was excited to get a deeper understanding
of brand activation.
The first session with Nic Sanders was full of invaluable
information that highlighted the basics of promotional marketing and its role
in integrated marketing communications. We talked through what brand marketing
is, the various ‘push and pull’ tactics brands use to get their products or
services identified, as well as a range of different aspects of promotional
marketing, and techniques used today. We then applied this knowledge to analyse
well-known brands, which I found really helpful in understanding the importance
of these techniques in brand marketing, and how they contribute to the wider
picture of presenting a positive brand reputation.
Nic was very engaging and welcoming with all the candidates.
He was careful to talk us through the assignment, explaining what each section in
the assignment brief was referring to, as well as giving us lots of tips and
advice on how to score well.
to see how Gurgina gets on with the assignment…