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A snapshot of the summary - Integrated advertising, promotion, and marketing communications
1 The IMC Foundation
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.
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,
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