MGCR 352 Final: Chapters 16 to 18 Review

• School: McGill University
• Department: Management Core
• Course: MGCR 352
• Professor: Hamid Etmad

Document Summary

Chapter xvi xviii - integrated marketing communications and promotion : Integrated marketing communications (imc) : the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets its audience. Pr, sales promotions, personal selling, and direct marketing. Increase awareness a: explain product, build company image, persuade (growth and maturity phase, encourage brand switching b, persuade customers to call. Influence customer to buy now: remind (maturity and decline phase, remind consumers where to buy, remind that product may be needed, focus on brand name. Advertising : one-way mass communication about a product or organization that is paid for by an identified sponsor (pros: good to reach mass market, cost per contact is low, control over message content. Cons: not customized, total cost can be expensive, difficult to get feedback) Use is slightly decreased in maturity phase and used more as persuasive and reminder in nature.