chapter 5 - marketing principle #3 - managing brand-based sustainable competitive advantage

Question 1

integrated marketing communications (IMC)

Answer 1

= refers to the process of designing and delivering marketing messages to customers while ensuring that they are relevant and consistent over time and channels

Question 2

most commonly used marketing communication formations

Answer 2

1. Advertising
2. Public relations (PR)
3. Events and experiential marketing
4. Direct and interactive marketing
5. Word of mouth (WOM)
6. Personal selling

Question 3

communication and information process: customer must…

Answer 3

1. Exposed to the communication message.
2. Capture customer’s attention.
3. Understand the desired marketing message.
4. Develop favourable attitudes.
5. Generate intentions to act
6. Customer must behave in the desired way