Integration of MarCom Flashcards
1
Q
Explain the integration of MarCom
A
- Various elements should work together to carry the firms unique brand messages and selling points
- Communications at each customer techniques must deliver constant marketing content and positioning
- Ensure communication efforts occur when, where and how consumers want them
- Firms functions must cooperate to jointly plan communication efforts
- Disjointed promotional activities within the company can result in diluted marketing communications impact and confuse positioning.
2
Q
What is the goal for an IMC program?
A
To create the most effective and efficient communications program possible
3
Q
What is the criteria to help determine the integration of MarCom?
A
Coverage
Contribution
Commonality
Complementarity
Conformability
Cost
4
Q
What is a coverage?
A
It is the proportion of the audience reached by each communication option
5
Q
What is contribution?
A
Inherent ability to create a desired response
6
Q
What is commonality?
A
Extent to which common associations are reinforced
7
Q
What is complementarity?
A
Communication options are more effective used in tandem
8
Q
What is conformability?
A
Extent to which a MarCom option works for different groups of consumers
9
Q
What is cost?
A
