final (chapter 12)

Question 1

what is integrated marketing communications

Answer 1

Designing a marketing communications program that coordinates all promotional activities to provide a consistent message to a target audience

Question 2

what is the customer advocacy funnel

Answer 2

A communications approach that takes consumers from initial product awareness through to brand advocacy

Question 3

what is in the customer advocacy funnel

Answer 3

awareness, interest, engagement, trial, purchase, loyalty, advocacy

Question 4

what is the push strategy

Answer 4

When marketers focus communication on the distribution channel to gain support from retailers, distributors, and wholesalers

Question 5

what is the pull strategy

Answer 5

When marketers focus communication efforts on ultimate consumers to build awareness, trial, and demand for a product

Question 6

what are the 6 steps in the marketing communication process?

Answer 6

1. specify IMC objectives. 2. Identify target audience. 3. set promotional budget. 4. design promotional program. 5. schedule and run IMC elements. 6. evaluate the program and recommend changes