CCTV helicopter at Shanghai 
        MotoGP
                                 What sources of 
                                  information are 
                                  available to 
                                  promote an 
                                  event?
                                 Which do you 
                                  think are most 
                                  effective – why?
   © by McGraw-Hill Education (Asia)
        Integrated Marketing 
        Communications Model
                       Public 
                      relations
                             Advertising 
                Marketing    & 
                             promotion
   © by McGraw-Hill Education (Asia)
        Integrated Marketing 
        Communications (IMC)
     IMC consists of the communication functions 
      of marketing, public relations, and 
      advertising and promotion. It is a mix of 
      controlled and uncontrolled potential sources 
      of influence
     Communication actions can be selectively 
      chosen and integrated into a powerful 
      communication strategy to effectively cut 
      through the clutter of media messages 
      received each day
     IMC can ensure consistent messages are 
      delivered through communication channels
   © by McGraw-Hill Education (Asia)
         Integrated Marketing 
         Communications (IMC)
     Important to create positive event awareness, 
      intent and actual event participation
     Motives to participant will differ. The right 
      message must be highlighted through channels 
      that effectively reach target stakeholders and 
      motivate their participation
     Participants will have formed a mental image 
      and expectations – any gap between perception 
      and reality will lead to dissatisfaction
   © by McGraw-Hill Education (Asia)
        Manchester Utd Football 
        team in Hong Kong, 2006
                                This was a one-off 
                                 event. 
                                 What factors do 
                                 companies 
                                 consider before 
                                 committing 
                                 advertising 
                                 revenues to the 
                                 event?
   © by McGraw-Hill Education (Asia)