personal 321 study guide.docx - Advertising-is any paid form of non-personal communication about an organization product service or individual by the

personal 321 study guide.docx - Advertising-is any paid...

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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. Why is advertising important for consumers? - Advertisements help the consumers to make decisions regarding which product and service to buy. With the help of advertisements, a consumer gets the best possible options. .Why is advertising important for business? - Advertising helps a business to earn profits by enabling more people to know about the products and services and thus resulting in more sales. Branding-is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. 7.What is IMC and what are the six steps of an IMC plan? 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. 1.Customer Analysis-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. 2.Environmental Scan- can provide much insight into both internal and external conditions that can lead to a more effective marketing communications strategy.3. marketing communication objectives.In this step, you basically want to document what you want to accomplish with your IMC strategy. Your established goals must be measurable. 4.Determining your budget. The fourth step helps you see in perspective what you have to work with and draft up a reasonable budget. 5.Developing the IMC Plan In this step you will want to develop strategies, which are ideas on how you will accomplish set objectives. Tactics are specific actions on how you plan to execute a strategy.6. monitoring,evaluation and control-.In this step you should evaluate the effectiveness of your IMC strategy and make changes as needed for better results. What are the good aspects of publicity and what are the bad aspects? -Publicity is communications regarding an organization , product, service, or idea that are not directly paid for or run under identified sponsorship. Some advantages are credibility, news value, significant word-of-mouth communications and a perception of being endorsed by the media. Some disadvantages are negative publicity, lack of control, timing and accuracy.
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