Summary: Integrated Advertising, Promotion, And Marketing Communications | 9780138157371 | Kenneth E Clow, et al
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Read the summary and the most important questions on Integrated advertising, promotion, and marketing communications | 9780138157371 | Kenneth E. Clow, Donald Baack.
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1 The IMC Foundation
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What is the definition of Integrated marketing communications (IMC) ?
IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on customers and other stakeholders at a minimal cost.
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What are Transmission devices?
The way a message travels to the audience. The channel may be a television station carrying an advertisement or a Sunday paper with a coupon placed in it. -
Name two examples of noise:
Talking on a phone during a commercial on television
Driving while listening to the radio. -
What is a current situational analysis?
The process of examining the firms ongoing market situation. -
What are integraded marketing communications?
Is the coordination and intergration of all marketing communication tools, avenues and sources in a company into a seamless program, designed to maximise the impact on customers and other stakeholders.
The program covers all of a firm's B2B, market channel, customer-foucsied and internally directed communications. -
What are the primary marketing objectives?
Establishes targets, such as higher sales, an increase in market share, a new competitive competition, or desired customer actions, such as visiting the store and making the purchase. -
What is a swot analysis?
Identifies a companies internal strengths and weaknesses, along with the marketing opportunities and threats present in the external environment -
What does a marketing plan do?
Provide guidance to company leaders and marketing experts as they coordinate the firms overall communication package. -
What are the 8 steps of a marketing plan?
1.Current situational analysis,
2.Swot analysis
3.Marketing objectives
4.Target market
5.Marketing strategies
6.Marketing tactics
7. Implementation.
8. Evaluation of performance. -
What does an account executive do?
Works the advertising agency, seeking to sell, direct, and manage advertising and promotional programs for client companies
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Topics related to Summary: Integrated Advertising, Promotion, And Marketing Communications
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The IMC Foundation - Corporate Image and Brand Management
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The IMC Foundation - Buyers Behaviors
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The IMC Foundation - The IMC planning process
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IMC Advertising Tools
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IMC Media Tools
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IMC Promotional Tools
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IMC Ethics, Regulation, and Evaluation
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Database and direct response
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IMC ethics - alternative marketing
