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10 Cards in this Set
- Front
- Back
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What is IMC? |
Integrated marketing communications (IMC) is the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. |
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The Communication Process |
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The AIDA model |
Awareness Interest Desire Action |
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Awareness |
Senders first must gain the attention A multichannel approach increases the likelihood the message will be received |
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Interest |
After awareness comes persuasion The customer must want to further investigate the product/service |
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Desire |
Creating a want for a product |
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Action |
Purchase |
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Promotional Mix |
Adverting, Sales , Promotion product , placement ,publicity personal selling ,word of mouth |
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Goals of promotion & product Life Cycle |
Informing : PLC stages-> intro, early growth Reminding: PLC stages-> Maturity Persuading:PLC stages-> Growth, maturity |
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MeasuringSuccess Using Marketing Metrics |
Frequency Reach Gross Rating points Web tracking |
