Chapter 16 Study Questions.docx Chapter 16 Study Questions: 1.       What is the role

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Chapter 16 Study Questions.docx Chapter 16 Study Questions: 1.       What is the role of integrated marketing communications (IMC) in a firms overall marketing strategy? When executed well,... what are its benefits? IMC is the coordination of all promotional activities to produce a unified, customer focused promotional message. It helps to create competitive advantage, boost profits and sales, help customers, while strengthening relationships and simultaneously saving time, money and stress. IMC helps to move customers through the various stages of their buying process - before, during and after. 2.       Describe the elements of the promotional mix? Personal Selling- interpersonal influence process involving a sellers promotional presentation conducted on a person-to-person basis with the buyer and is the oldest form of promotion Media Advertising- any paid, nonpersonal communication about a business good Sales Promotion- marketing activities that stimulate consumer purchasing and dealer effectiveness Direct marketing (mail)- use of direct communication to a consumer or business recipient designed to generate a response in the form of an order, lead generation, and traffic Public Relations- firms communications and relationships with its various publics Guerrilla Marketing- unconventional, innovative, and low cost techniques to get consumers attention Sponsorships- relationship in which an organization provides funds to an event in exchange for a direct association with that event 3..      . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .. .. . . . . . . . . . . . . . . . . . .. . . . . [Show More]

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