In your own words, discuss the integrated marketing communications concept. Explain what its emphasis on “consistent” and “complete” messages implies with respect to promotion blends.
Answer to relevant QuestionsRelate the three basic promotion objectives to the four jobs (AIDA) of promotion using a specific example. How can a promotion manager target a message to a certain target market with electronic media (like the Internet) when the customer initiates the communication? Give an example. Describe a consultative selling sales presentation that you experienced recently. How could it have been improved by fuller use of the AIDA framework? A firm that produces mixes for cakes, cookies, and other baked items has an incoming toll-free line for customer service calls. The manager of the customer service reps has decided to base about a third of their pay on the ...How would your local newspaper be affected if local supermarkets switched their weekly advertising and instead used a service that delivered weekly freestanding ads directly to each home?
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