Integrated Marketing Communications

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

The method to "sell" to potential customers is called [blank_start]AIDA[blank_end]; it entails: [blank_start]attention, interest, desire and action[blank_end].

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 [blank_start]conviction of purchase process[blank_end]

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: [blank_start]advertising[blank_end], [blank_start]PR[blank_end], [blank_start]sales[blank_end] [blank_start]promotions[blank_end], [blank_start]personal selling/salesmanship[blank_end], [blank_start]visual presentation[blank_end]

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

The IMC component [blank_start]ADVERTISING[blank_end] 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

The IMC component [blank_start]public relations[blank_end] 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