Business Imc
chapter1:
Brands are an image, a feeling, a perception resulting from experiences
Marketing messages build a brand
Advertising can reach large audiences, create brand awareness, help differnetiate a brand from its competitors, build an image of a brand
Coupons, small gifts, and other incentives are part of sales promotions
One of the fastest growing media use in marketing communication is Product Placement
One of the goals of IMC is to overcome departmental differences with an organization companies benefit from IMC though brand differentitation, increased brand trust, improved internal corrdination, improved accountability
IMC makes brand messages more relevant, effective, sensitive and less wasteful of media and personal time
Companies, agencies, and media are called the Golden triangle of IMC partners
Product placement is the plcement of products in entertainmeng programming The benefits of an in-house aggency include all of the following except Greater access to creative talent printed buses , hot air balloons, street ads is an expamle of non-traditional media The ultimate in marketing communication integration is a situation where the medium is both the product and the message.
Brand equity is the intangible value of a brand. T
Public relations and publicity are the same thing. F
Personal selling is widely used in most business-to-business marketing communications. T
Customer service creates a brand image through the attitude and behavior displayed during interactions with customers.T
Traditionally, marketing communications were dominated by advertising agencies. F
Account managers act as the liaison between consumers and the agency. F
Integration of MC is primarily driven by the needs of clients. T
CHAPTER2
The process of branding are generates brand awareness, engages consumer’s feelings, engages consumers’ thoughts, separates smilar products form each other.
Brands transform products or services into something larger than
Brands are an image, a feeling, a perception resulting from experiences
Marketing messages build a brand
Advertising can reach large audiences, create brand awareness, help differnetiate a brand from its competitors, build an image of a brand
Coupons, small gifts, and other incentives are part of sales promotions
One of the fastest growing media use in marketing communication is Product Placement
One of the goals of IMC is to overcome departmental differences with an organization companies benefit from IMC though brand differentitation, increased brand trust, improved internal corrdination, improved accountability
IMC makes brand messages more relevant, effective, sensitive and less wasteful of media and personal time
Companies, agencies, and media are called the Golden triangle of IMC partners
Product placement is the plcement of products in entertainmeng programming The benefits of an in-house aggency include all of the following except Greater access to creative talent printed buses , hot air balloons, street ads is an expamle of non-traditional media The ultimate in marketing communication integration is a situation where the medium is both the product and the message.
Brand equity is the intangible value of a brand. T
Public relations and publicity are the same thing. F
Personal selling is widely used in most business-to-business marketing communications. T
Customer service creates a brand image through the attitude and behavior displayed during interactions with customers.T
Traditionally, marketing communications were dominated by advertising agencies. F
Account managers act as the liaison between consumers and the agency. F
Integration of MC is primarily driven by the needs of clients. T
CHAPTER2
The process of branding are generates brand awareness, engages consumer’s feelings, engages consumers’ thoughts, separates smilar products form each other.
Brands transform products or services into something larger than