MARK ch. 14

What is the goal of integrated marketing communications ?

To deliver clear, consistent and compelling company and brand messages

One framework fro designing an effective message is the AIDA model. In the AIDA model___.

"attention leads to interest, which hopefully leads to desire and then attraction

Which promotional tool is any form of nonpersonal presentation and promotions of ideas, goods, or services by an identified sponsor?

Advertising

One reason there is a need for integrated marketing communications is that___.

Consumers don't distinguish between content sources the way marketers do

What are the 3 major factors identified in the text that are changing today's marketing communications?

Consumers, marketing strategy, and digital technologies

In the content of a message, marketers often use___appeals such as joy, love, humor, fear and guilt.

Emotional

At certain stages of the buying process, which element of the promotional mix is most effective in building up buyers preferences, convictions and actions?

Personal selling

Specific promotional tools used in____ include press releases, sponsorships, events and web-pages.

Public relations

A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure, which element of the promotional mix should the company use?

Advertising

Developing effective marketing communications starts with?

Identifying the target audience