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kotler12e_im_14_pog - Professors on the Go Chapter 14...

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Professors on the Go! Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy 1. Key Concepts The need for integrated marketing communications, The communications process Many companies are adopting the integrated marketing communication concept. Discuss two major problems that this marketing communications philosophy is designed to remedy. Outline the nine elements of the communications process. Why do marketers need to understand these elements? For a brand of your own choosing, suggest some ways that the company could create an integrated promotional campaign. 2. Key Concepts Six steps in developing effective communications Why does the marketing communicator need to know the target market’s readiness stage? Give an example of an ad targeting each stage. Why might the Northwestern Mutual Life Insurance Company choose a rational appeal for its life insurance products targeted to 28- to 38-year-old males? Why might it choose a humor appeal?
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