Bus 321 Review Assignment One.docx - 1 Enilse Ramirez BUS 321 BUS 321 Review Assignment 1(Due Friday March 8 2019 Professor Esposito 1 What is the

Bus 321 Review Assignment One.docx - 1 Enilse Ramirez BUS...

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1 Enilse Ramirez BUS 321 BUS 321 Review Assignment 1 (Due Friday March 8, 2019) Professor Esposito 1. What is the difference between marketing and advertising?
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2 Advertising is any paid form of non-personal communication about an organization, product, service or individual by the entity itself or by an identical sponsor. It is used to persuade people to take action. Marketing on the other hand is the process of successfully selling products or services to consumers from start to finish. 2. What is IMC and why is it important when you’re marketing products? Integrating Marketing Communications is a strategic business process used to plan, develop, execute and evaluate coordinated measurable, persuasive, brand communication programs overtime with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. Through integrated marketing communication, marketers can smartly blend and integrate all marketing tools for better response. 3. What are the six steps in an IMC management plan and how does each step contribute to success? Step one is knowing your target audience. This step contributes to success because it helps you identify and communicate with a specific audience to make the most effective use of your resources. The second step is to develop a situation analysis. A situation analysis can provide much insight into both internal and external conditions that can lead to a more effective marketing communications strategy.The third step is Determining marketing communication objectives.In this step, you basically want to document what you want to accomplish with your IMC strategy. Your established goals must
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3 be measurable. The fourth step is Determining your budget. The fourth step
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  • Fall '19
  • Esposito

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