BU352 Chapter Notes - Chapter 14: Search Engine Marketing, Adwords, Advertising Mail
Document Summary
Imc programs regard each of the firms marketing elements as part of a whole, each of which offers a different means to connect with its target audience. Marketers adjust their messages and media depending on whether they want to communicate with customers, suppliers, general public etc. Steps in planning imc campaign: identify target audience success depends on how well advertiser can identify market. Conduct research to identify target audience, then use info to set tone for the advertising program and select media to be used to deliver message: set objectives need to understand desired outcome before beginning. Must ensure that customers are aware of their products before they provide them with more knowledge in an effort to get them to like their offerings. They must build preference for their products over competitors to gain purchase commitment. Intended to tout the key benefits of the product.