5 Questions
What is the role of communications in marketing?
To create awareness and influence consumer behavior
What is the function of all elements of the integrated marketing communications program?
To communicate with current and prospective customers
What is essential for those involved in planning and implementing an IMC program to understand?
The complexity of the communications process and how it occurs
What is the nature of consumers' cognitive processing of marketing communications?
Complex and influenced by various factors
What is the primary goal of an effective marketing communications program?
To establish long-term customer relationships
Study Notes
Role of Communications in Marketing
- Communications play a crucial role in marketing as it facilitates the exchange of information between the organization and its customers.
Functions of Integrated Marketing Communications (IMC) Program
- The function of all elements of an IMC program is to create a consistent message across all channels to effectively communicate with the target audience.
Importance of Understanding IMC
- It is essential for those involved in planning and implementing an IMC program to understand the nature of consumers' cognitive processing of marketing communications in order to create effective messages.
Cognitive Processing of Marketing Communications
- Consumers process marketing communications through a hierarchical cognitive processing model, which involves attention, comprehension, and persuasion.
Primary Goal of Marketing Communications
- The primary goal of an effective marketing communications program is to create a long-term relationship with customers by building brand awareness, trust, and loyalty.
Test your knowledge of the basic elements of the communication process, the role of communications in marketing, various models of the communication process, and the response processes of receivers of marketing communications. This quiz covers alternative response hierarchies and their implications for promotional planning and strategy as well as the nature of consumers' cog...
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
