MARK 453 Study Guide - Final Guide: Integrated Marketing Communications, Marketing Communications, Brand Equity
16 Apr 2017
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Week 1 chapter 1 integrated marketing communications (imc) Noise is anything that distorts or disrupts a message. Might occur at any stage of the communication process. Exists when customers are exposed to hundreds of marketing messages per day. Sender encoding transmission device decoding receiver. 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.
