Chapter 14 IMC

Chapter 14 IMC - Chapter 14 In no other corporate activity...

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Chapter 14
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“In no other corporate activity is so much money spent by so few people with so little knowledge.” Clarence Eldredge CEO, General Foods For example …
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1 st person, One-way Short-term incentives Two-way, Delayed Two-way, Immediate 3 rd person, One-way Which of these do you think is most effective?
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Is it Simply Advertising… and is it Effective? Click Here to See…
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Advantages High cost per contact Relies on the ability of salesperson Customized message Gets an immediate response Can easily measure results Usually cannot close sales Can’t easily measure results Adaptable to both segments Allows strict control over the final message Reaches many consumers for a low price per exposure Hard to tell from competitors’ Non-personal in nature Good short term effects Attracts creates awareness Gets an immediate response High cost/M. May annoy consumers Poor image problem Customized message Covers wide audience with targeted promotion Gets an immediate
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This note was uploaded on 04/22/2011 for the course BUS M 341 taught by Professor Scottsmith during the Fall '10 term at BYU.

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Chapter 14 IMC - Chapter 14 In no other corporate activity...

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