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Contains:
• Exam Questions & Answers
• Exam Study Notes
,Question 1
1.1 Definition of Integrated Marketing Communication (IMC) (Page 184)
• IMC = newly emerging discipline with both a managerial and orientation and a business
philosophy, and one that has been affected by a postmodernist perspective.
o Another definition = concept of marketing communication planning which evaluates the
strategic roles of the marketing communication techniques (advertising, direct
marketing, sales promotions, personal selling, sponsorships, public relations).
o Another definition = IMC is a process for managing the consumer relationships that drive
brand value. More specifically: cross-functional process for creating and nourishing
profitable relationships with consumers and other stakeholders by strategically
controlling or influencing all messages sent to these groups and encouraging data-
driven, purposeful dialogue with them.
• [The book gives a few more definitions. For the exam just reads over pages 184 – 185. If you can
define the concept in your own words you should be good.]
1.2 Five barriers to the IMC approach. Page 189.
, 1.3 Five social media content platforms. Page 349. The book gives 16, all are listed below.
• Networking sites (Facebook): Used for locating and keeping in touch with friends and family,
participating in groups.
• Social bookmarking sites (Digg): Allows people to locate and save websites they like.
• Social news sites (Reddit): Online communities that allow users to submit content to share
with that community.
• Video-sharing sites (YouTube): Exactly what it sounds like; share videos on the internet.
• Photo-sharing sites (Flickr): Exactly like video sharing, but with photos.
• Professional networking sites (LinkedIn): Social networkds focused on business and
professional networking.
• Web-based encyclopaedias (Wikipedia): Free encyclopaedias written and maintained by
volunteers.
• Community answer sites (answer.com): An online question-and-answer platform.
• Blog networking communities (Open Diary): Host sites and offer remuneration with adverts,
salary or per-post basis to get content on their site.
• Social media aggregators (Friendfeed): Accumulate info from social networks and websites
and integrate it into one location.
• Micro blogging (Twitter): Short content, smaller than regular blogs at least.
• Blog publishing (Wordpress): Allows people to make and publish blogs.
• Social web content discovery (RSS feeds): users can find internet content by subscribing to a
feed.
• Social media searches (Socialmention): social media search engines.
• Social event calendars (Google Calendar): Community-driven site to allow users to find and
promote events.
• Mobile phone platforms (WhatsApp): Mobile platforms to find friends and family and stay in
touch with them.
1.4 Direct marketing drivers. Page 207
• Market changes: Changes which made direct marketing more appealing: fragmentation,
increased number of working women, escalating divorce rates, replacement of cash with
cards.
• Less effective traditional promotional tools: Increasing costs of advertising and less
responses from them.
• More individual consumer information: Need more info to better sell products.
• Marketing databases: These can be used for lots of ways to sell products.
• Data mining: The process of investigating databases to discover links between consumer
behaviour and its causes.
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