Chat with AI
Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977 Exercise 2
Discuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons marketers are taking an IMC perspective to their marketing communications programs?
Explanation
Verified
Verified
Integrated marketing communications differs from the traditional advertisements in several ways:
• Traditional methods are less effective while integrated marketing is much more effective.
• IMC involves use of variety of channels to communicate with the customers while the traditional method relies on one or two media channels.
• IMC consists of a two way communication hence customer responds better to IMC rather than the traditional approach.
• Sometimes, IMC is more cost effective than traditional method.
The marketers are taking an IMC perspective to their marketing communication programs due to the following reasons:
• It helps in easy accessibility by the customers.
• It helps in formulation of effective and efficient marketing programmes.
• The development of integrated marketing model helps in obtaining synergy from promotional tools.
• It provides one of an important way to maximize return on investment.
• Integrated marketing communication helps the firm in adapting with the changes in behaviour of consumers, technology, and media consumption behaviour.
• Traditional methods are less effective while integrated marketing is much more effective.
• IMC involves use of variety of channels to communicate with the customers while the traditional method relies on one or two media channels.
• IMC consists of a two way communication hence customer responds better to IMC rather than the traditional approach.
• Sometimes, IMC is more cost effective than traditional method.
The marketers are taking an IMC perspective to their marketing communication programs due to the following reasons:
• It helps in easy accessibility by the customers.
• It helps in formulation of effective and efficient marketing programmes.
• The development of integrated marketing model helps in obtaining synergy from promotional tools.
• It provides one of an important way to maximize return on investment.
• Integrated marketing communication helps the firm in adapting with the changes in behaviour of consumers, technology, and media consumption behaviour.
Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Why don’t you like this exercise?
Other Minimum 8 character and maximum 255 character
Character 255
