Integrated Marketing Communications

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Integrated marketing communications represents "promotion" in the 4 P's

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The method to "sell" to potential customers is called ; it entails: .

1

This model is used to sell to potential customers.

Attention

Interest

Desire

Action

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In order for a product to be purchased, customers must know that it exists. This speaks to a need for____________

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Ensuring the customer knows what the product is about supports 'Attention", and addresses ______________ in the AIDA model.

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Customers mus develop a favorable attitude or the product won't be include in a customer's evoked set. Must pique their interest by ensuring _____________

1

The 6-part process that most consumers go through when deciding to buy is called the

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Even if a customer has a favorable attitude, the product should be seen as superior. Must create desire by addressing customer's _______________

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To bolster desire, it isn't enough for customer to see product as superior alternative. Must develop preference over other choices by impacting ________________

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To be fully successful, must find a way to overcome inertia and create actual ____________ on a regular basis

1

Marketers have an array of interpersonal vs mass marketing methods to choose from as promotional tools. These include: ❌, ❌, ❌ ❌, ❌, ❌

advertising

cost adjusting

PR

sales

promotions

haggling

personal selling/salesmanship

customer demands

manipulating supply

visual presentation

1

The choice of which promotional tool to use depends on various factors. ______________ considers what the marketer is trying to accomplish (inform, persuade, or remind?)

1

The choice of which promotional tool to use depends on various factors. ______________ considers consistence with overall marketing strategy

1

The choice of which promotional tool to use depends on various factors. ______________ considers different costs associated with each alternative

1

The choice of which promotional tool to use depends on various factors. ______________ considers certain types of customers are more responsive to certain tools

1

The choice of which promotional tool to use depends on various factors. ______________ considers certain tools are effective in promoting certain types of products

1

The choice of which promotional tool to use depends on various factors. ______________ considers various forms of promotion can differ substially with regard to cost

1

The IMC component ( advertising, direct marketing, public relations, sales promtions, personal selling, online marketing ) entails the placement of announcements and persuasive messages in time or space purchased by the party who wishes to inform or persuade members of a target market about a product, service, org, or idea

1

The IMC component ( advertising, direct marketing, public relations, sales promotions, personal selling ) manages the firms communications to achieve a variety of objectives. It is relatively passive in that customers don't have to take action to receive it

ch 17

Integrated Marketing Communications

Integrated marketing communications represents "promotion" in the 4 P's

The method to "sell" to potential customers is called ; it entails: .

This model is used to sell to potential customers.

In order for a product to be purchased, customers must know that it exists. This speaks to a need for____________

Ensuring the customer knows what the product is about supports 'Attention", and addresses ______________ in the AIDA model.

Customers mus develop a favorable attitude or the product won't be include in a customer's evoked set. Must pique their interest by ensuring _____________

The 6-part process that most consumers go through when deciding to buy is called the

Even if a customer has a favorable attitude, the product should be seen as superior. Must create desire by addressing customer's _______________

To bolster desire, it isn't enough for customer to see product as superior alternative. Must develop preference over other choices by impacting ________________

To be fully successful, must find a way to overcome inertia and create actual ____________ on a regular basis

Marketers have an array of interpersonal vs mass marketing methods to choose from as promotional tools. These include: ❌, ❌, ❌ ❌, ❌, ❌

The choice of which promotional tool to use depends on various factors. ______________ considers what the marketer is trying to accomplish (inform, persuade, or remind?)

The choice of which promotional tool to use depends on various factors. ______________ considers consistence with overall marketing strategy

The choice of which promotional tool to use depends on various factors. ______________ considers different costs associated with each alternative

The choice of which promotional tool to use depends on various factors. ______________ considers certain types of customers are more responsive to certain tools

The choice of which promotional tool to use depends on various factors. ______________ considers certain tools are effective in promoting certain types of products

The choice of which promotional tool to use depends on various factors. ______________ considers various forms of promotion can differ substially with regard to cost