Integrated Marketing Communications

1

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

1

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

1

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

1

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

1

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

1

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

1

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

1

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

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