Integrated Marketing Communications notes

What is Integrated Marketing Communications (contemporary definition) - Answer -ongoing process of coordinating various parts of the promotional mix that communicate with a firm's customers -Advertising - communicates the brand idenity and equity What are the benefits of an IMC plan? - Answer -presents synergy among processes -provides different methods of funding/copmensation -it is a two way street of marketing What is the goal of the IMC plan? - Answer -generate short-term returns...

Sales promotions and characteristics - Answer Any incentive that is additional to the basic benefits provided by the brand and temporarily changes its perceived price or value -Short-term oriented -Capable of influencing behavior b/c it offers buyers superior value and can make them feel better about the buying experience Sales promotions examples - Answer Consumer: samples, coupons, premiums, contests, sweepstakes, etc. Trade: buying allowances, push money, advertising allowances, ...

Sales promotions and characteristics - Answer Any incentive that is additional to the basic benefits provided by the brand and temporarily changes its perceived price or value -Short-term oriented -Capable of influencing behavior b/c it offers buyers superior value and can make them feel better about the buying experience Sales promotions examples - Answer Consumer: samples, coupons, premiums, contests, sweepstakes, etc. Trade: buying allowances, push money, advertising allowances, ...

What is Integrated Marketing Communications (contemporary definition) - Answer -ongoing process of coordinating various parts of the promotional mix that communicate with a firm's customers -Advertising - communicates the brand idenity and equity What are the benefits of an IMC plan? - Answer -presents synergy among processes -provides different methods of funding/copmensation -it is a two way street of marketing What is the goal of the IMC plan? - Answer -generate short-term returns...