MKT 405 midterm guide

MKT 405 midterm guide - 1.What is Integrated Marketing...

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1.What is Integrated Marketing Communications? Give examples to support your answer. A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication Disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact. The goal of IMC is to generate short-term financial returns and build long-term brand value. 2.Why is Integrated Marketing Communication integral to the success of a company? Provide an integrated image of the company in a cost effective manner to its external consumers (existing and potential), internal consumers (employees) and the government. Process of developing and sustaining brand identity Understand consumers and competition Cut through the clutter/competition Fragmentation of audiences Synergistic role: Co- ordinate efforts within the company Accountability 3.   What is market segmentation? Give examples of the different forms of
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MKT 405 midterm guide - 1.What is Integrated Marketing...

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