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Integrated Marketing Communications (IMC) questions with correct answers
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IMC is... - Answer a strategic process that is used to plan, develop, execute & evaluate marketing communications to audiences Functions of IMC - Answer Persuade consumers, remind, inform, build relationships, assist with elements of the marketing mix Steps in the IMC - Answer 1. Identify the target audience 2. Establish the communications objectives 3. Develop the IMC mix 4. Establish the budget 5. Evaluate the IMC campaign Push and pull strategy - Answer Push - focus on channel members, push the product into the market Pull - focus on end-customers, create a demand for the products
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