MKTG 2150: Ch.12 Integrated Marketing
Communications: The Mix, Trends, and
Industry correctly answered to pass
Integrated Marketing Communications (IMC) - correct answer ✔✔the careful
coordination of all promotional messages for a product or a service to ensure the
consistency of messages at every contact point at which a company meets the
consumer
What is advocacy - correct answer ✔✔When customers become loyal supporters
of a brand as a result of a positive connection to a promotional program and
spread positive messages
Customer Advocacy Funnel - correct answer ✔✔Demonstrates how positive
customer connections made with brands encourages them to become brand
advocates for others
(Awareness, Interest, Engagement, Trial, Purchase, Loyalty and Advocacy)
Awareness - correct answer ✔✔1st stage in customer advocacy funnel
Company creates brand awareness using advertising
Interest - correct answer ✔✔2nd stage in customer advocacy funnel
Online video increases interest, adds credibility, experts demo product
Communications: The Mix, Trends, and
Industry correctly answered to pass
Integrated Marketing Communications (IMC) - correct answer ✔✔the careful
coordination of all promotional messages for a product or a service to ensure the
consistency of messages at every contact point at which a company meets the
consumer
What is advocacy - correct answer ✔✔When customers become loyal supporters
of a brand as a result of a positive connection to a promotional program and
spread positive messages
Customer Advocacy Funnel - correct answer ✔✔Demonstrates how positive
customer connections made with brands encourages them to become brand
advocates for others
(Awareness, Interest, Engagement, Trial, Purchase, Loyalty and Advocacy)
Awareness - correct answer ✔✔1st stage in customer advocacy funnel
Company creates brand awareness using advertising
Interest - correct answer ✔✔2nd stage in customer advocacy funnel
Online video increases interest, adds credibility, experts demo product
