Chapter 1 - Integrated Marketing Communications questions with correct answers

What is Integrated Marketing Communications (contemporary definition) - Answer -ongoing process of coordinating various parts of the promotional mix that communicate with a firm's customers -Advertising - communicates the brand idenity and equity What are the benefits of an IMC plan? - Answer -presents synergy among processes -provides different methods of funding/copmensation -it is a two way street of marketing What is the goal of the IMC plan? - Answer -generate short-term returns and build long-term financial value Reasons for growing importance? - Answer -companies realize that integrating is better -adaptation to technological marketing (targeting) -consumers are being skeptical to advertising What are some characteristics of the "marketing revolution"? - Answer -shifting of marketing from traditional to nontraditional -manufacturer power to retailer -growth of internet and social media -database marketing -accountability/compensation