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1. What is marcom? How have the functions within marketing communications become

by | Jun 23, 2021 | Marketing | 0 comments

 

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1. What is marcom? How have the functions within marketing communications become more integrated? What does the Forbes writer, Judy Begehr, say about how content will impact the IMC? Why is this important?
2. Where do the IMC communications tactics fit within the marketing management flow chart and why? Why is it necessary to create integration and consistency with current and potential customers?
3. What are the steps a buyer passes through when making a buying decision? What other factors might influence a purchase? Think about something you recently purchased and discuss each buying decision step and other factors that influence your decision to buy.
4.What is the outcome of conducting a market opportunity analysis? Examine two components of the MOA and assess how each contributes to an effective IMC.
5. Look at the different types of advertising shown in Table 4.2 of the text. Select one product and determine how each type of advertising strategy would be used.
6. Select three advertisements from three different countries using traditional advertising venues and Internet advertising venues. Assess how culture and ethics influence understanding the ad from each country.
7. What are the biggest advantages of trade promotions and why? Compare and contrast trade promotions vs. consumer promotions.
8. What are three sales promotion strategies? Compare and contrast the three strategies and use one product to illustrate each strategy. Compare and contrast which strategies would be appropriate with each of the four major types of selling (trade, retail, telemarketing, and e-marketing).
9. Define direct marketing. Does direct marketing help with relationship marketing? How does direct marketing supply an organization’s integrated marketing communications plan? Support your position.
10. How do electronic and Internet marketing support the IMC objectives? List the types of electronic marketing you would use if you were trying to target members of the Baby Boomers, Gen X, Gen Y, and Gen Z. The approximate dates of the generations are listed below:
1946-1964 Baby Boomers
1965-1983 Gen X or the Busters
1984-2002 Gen Y or the Millennials
2003 – Current Gen Z or the Digital Generation
(https://www.forbes.com/sites/forbesagencycouncil/2017/02/15/how-to-target-three-generations-with-social-marketing-not-stereotypes/#3bfa7b5a27d5)
11. What is the role of public relations within an organization’s integrated marketing communications (IMC) plan? Evaluate how the success of a PR campaign can be measured. Support your position.
12. An increasing trend in marketing communications is to use “content marketing.” Discuss the components of content marketing described in the article by John Rampton (a Forbes Contributor) and in your own words how each component contributes to the integrated marketing communications (IMC). Support your position.

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