MARK 453 Study Guide - Midterm Guide: Integrated Marketing Communications, Marketing Communications, Product Recall

• School: Concordia University
• Department: Marketing
• Course: MARK 453
• Professor: Caroline Roux

Document Summary

Week 1 chapter 1 integrated marketing communications (imc) Noise is anything that distorts or disrupts a message. Exists when customers are exposed to hundreds of marketing messages per day. E(cid:374)de(cid:396) e(cid:374)(cid:272)odi(cid:374)g t(cid:396)a(cid:374)s(cid:373)issio(cid:374) de(cid:448)i(cid:272)e de(cid:272)odi(cid:374)g re(cid:272)ei(cid:448)e(cid:396) Clutter remains most common form of noise. Explain what imc are and how they differ from traditional marketing communications. Imc : the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders at a minimal cost. Convey a clear and consistent message across platforms. Week 2 chapter 2 & 3 branding and buyer behavior. Create specific impression in the minds of clients and customers. Varies from consumer to consumer or for each b2b buyer. Combined views (overall brand image) can be positive/negative. Quality image = basis for development of new goods and services. To sell new products and attract new customers.