Discuss the role integrated marketing communications plays in the marketing program of companies and organizations. Discuss some of the reasons for the for the tremendous growth of in advertising and other forms of marketing communications in the United States as well as in global markets
Answer to relevant QuestionsDiscuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons marketers are taking an IMC perspective to their advertising and promotional programs?What is meant by a customer contact or touch point? Choose a specific company or brand and discuss how it is using the four categories of contact points discussed in the chapter.Discuss the role that integrated marketing communications plays in creating a brand image. How do media contribute to the development of these images?Discuss the reasons companies such as Under Armour or Calvin Klein might use an in-house agency rather than an external agency. Why might a company change from us9ng an in-house agency and hire an outside agency? Do you ...Discuss the reasons why advertising agencies lose accounts. Find an example of a company that changed advertising agencies and identify the factors that led them to switch to another agency.
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