MKT 415 Marketing Strategy Verified A+
A marketing strategy involves 3 Cs, what are they? ️Consumer, Company, Competition
What two aspects of a consumer do advertisers attempt to change? ️Perceptions and Preferences
What does the majority of marketing communications focus on? ️Changing ...
MKT 415 Marketing Strategy Verified A+
A marketing strategy involves 3 Cs, what are they? ✔️Consumer, Company, Competition
What two aspects of a consumer do advertisers attempt to change? ✔️Perceptions and Preferences
What does the majority of marketing communications focus on? ✔️Changing the consumer's
perceptions
Which of the 4 Ps is the most important during the execution of the marketing strategy? ✔️Promotion
The tools of marketing communications include: ✔️Advertising (mass, pop, internet), Sales Promotions,
Direct Marketing, Publicity/Public Relations, Personal Selling, Interactive Marketing, Brandertainment,
Influencer Marketing, Podcasting/blogs, Event Sponsorship
Brandertainment ✔️Not differentiating between advertising and entertainment, and instead merging
them into one
Integrated Marketing Communications ✔️The process of using a wide range of promotional tools in a
coordinated fashion to create widespread brand exposure
Breaking down the IMC definition:
What does "wide range" refer to? ✔️Many different kinds of promotional tools are being used; all of
which reach target customers in different ways with different message variants
Breaking down the IMC definition:
What does "coordinated" refer to? ✔️Creates a single consistent and harmonious message that cuts
through clutter
Breaking down the IMC definition:
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