Chapter 1 intro to markt com process

Chapter 1 intro to markt com process - Chapter 1 intro 2...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 1 intro 2 mars com process *What is IMC? Integrated marketing communication The communication process in which value is exchanged between two or more ppl. *Why is it important? Lack of integration confuses the customer and delays the purchase. If the communication is clear you create a loyal customer and word of mouth advertising. Synergistic effect- a+b=d example would be: spend a mill on ads on tv sales = 100k spend a mill on radio sales= 50k but if you spend .75 mill on tv and .25 mill on radio sales= 175k If the message is clear amongst all the channels it creates better trust in your product. *Implementation/ obstacles of IMC. Because of culture clashes implementation becomes difficult. *Characteristics of IMC approach a) Customer-centric- puts the customer in the center of whatever happens. b) 360* Branding- looking at the customers view point then you insure your message is in different places the customers will see it all around them. c) accountability-
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/18/2011 for the course BUS 201 taught by Professor Marybethwhite during the Spring '08 term at University of South Florida - Tampa.

Page1 / 2

Chapter 1 intro to markt com process - Chapter 1 intro 2...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online