Chapter 13: Integrated Marketing Communications

Question 1

Integrated marketing communications

Answer 1

The process of developing and implementing various forms of persuasive
communication programs with customers and prospects over time
(Schultz et al, 1993)

Question 2

Drivers of IMC

Answer 2

Organizational drivers: operational benefits
▪ Target-market based drivers: delivery on communication messages
▪ Communication drivers

Question 3

benefits of IMC

Answer 3

Reduce costs
▪ Create synergies
▪ Reinforce competitive advantage

Question 4

risks of IMC

Answer 4

Requires greater management commitment
▪ Requires increased agency commitment
▪ Encourages uniformity