Professors on the Go!Chapter 14Communicating Customer Value: Integrated Marketing Communications Strategy1.Key ConceptsThe 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 elementsof 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 ConceptsSix 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?
This is the end of the preview.
access the rest of the document.
general manager, brand manager, Ad Targeting, Northwestern Mutual Life Insurance Company