Read the summary and the most important questions on Integrated advertising, promotion, and marketing communications | 9780138157371 | Kenneth E. Clow, Donald Baack.

• 1 The IMC Foundation

  This is a preview. There are 40 more flashcards available for chapter 1
  Show more cards here

• What is the definition of Integrated marketing communications (IMC) ?

  IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on customers and other stakeholders at a minimal cost.

• What are Transmission devices?

  The way a message travels to the audience.  The channel may be a television station carrying an advertisement or a Sunday paper with a coupon placed in it. 

• Name two examples of noise:

  Talking on a phone during a commercial on television
  Driving while listening to the radio.
  

• What is a current situational analysis?

  The process of examining the firms ongoing market situation.
  

• What are integraded marketing communications?

  Is the coordination and intergration of all marketing communication tools, avenues and sources in a company into a seamless program, designed to maximise the impact on customers and other stakeholders.
  
  The program covers all of a firm's B2B, market channel, customer-foucsied and internally directed communications.

• What are the primary marketing objectives?

  Establishes targets, such as higher sales, an increase in market share, a new competitive competition, or desired customer actions, such as visiting the store and making the purchase.
  

• What is a swot analysis?

  Identifies a companies internal strengths and weaknesses, along with the marketing opportunities and threats present in the external environment

• What does a marketing plan do?

  Provide guidance to company leaders and marketing experts as they coordinate the firms overall communication package.
  

• What are the 8 steps of a marketing plan?

  1.Current situational analysis,
  2.Swot analysis
  3.Marketing objectives
  4.Target market
  5.Marketing strategies
  6.Marketing tactics
  7. Implementation.
  8. Evaluation of performance.

• What does an account executive do?

  Works the advertising agency, seeking to sell, direct, and manage advertising and promotional programs for client companies