Marketing and promotion are implicitly important for the buying process because they grab attention, help develop interest, and provide resources from which consumers gather information and ultimately evaluate options. Thus, the role of advertising is to:

Reinforce market position

Create demand

Get the consumers attention to make them aware of products/services and explain how it can satisfy an unmet need.

Making consumers want the product

Social Media can be a powerful element of the IMC mix for three important reasons:1. Consumers opt-in to engage with the firm, its brand, or products2. The firm, its brand, or products can optimize their message for the channel3. Social media allows for two-way communication and a multiplier effectIn particular, consumers who opt-in to engage are particularly noteworthy because: *

Its only a matter of time before they make a purchase since theyre already interested

All the options are valid

It indicates a level of interest that marketers cannot determine through traditional media

The brand can message the customer directly with specific offers and promotions