Podcast
Questions and Answers
What is the major challenge facing the marketing communications industry?
What is the major challenge facing the marketing communications industry?
- Increasing the number of promotional mix activities
- Increasing the number of stakeholders
- Integration of various marketing communication activities (correct)
- Expanding internally only
What does IMC stand for in the context of marketing?
What does IMC stand for in the context of marketing?
- Inclusive Media Communication
- Internal Marketing Coordination
- Integrated Marketing Communications (correct)
- Individual Marketing Campaigns
According to Moriarty (1994), what does a totally integrated communications program do?
According to Moriarty (1994), what does a totally integrated communications program do?
- Ignores the promotional mix
- Excludes planning issues
- Focuses only on internal communication
- Accounts for all types of messages delivered at every stakeholder contact point (correct)
How should Integrated Marketing Communications (IMC) deliver messages about an organization and its products?
How should Integrated Marketing Communications (IMC) deliver messages about an organization and its products?
What does IMC emphasize when it comes to brand messages?
What does IMC emphasize when it comes to brand messages?
How does Kotler (2003) define IMC?
How does Kotler (2003) define IMC?
What is the concept of metasystem as described in the text?
What is the concept of metasystem as described in the text?
When can the origins of IMC as an academic focus be traced back to?
When can the origins of IMC as an academic focus be traced back to?
Who do industry observers contend was crucial in the genesis of IMC around 40 years before the early 1990s?
Who do industry observers contend was crucial in the genesis of IMC around 40 years before the early 1990s?
What is a principal contention of the paper regarding the field of IMC?
What is a principal contention of the paper regarding the field of IMC?
According to Schultz and Kitchen (2000a), what is expected in the natural course of discussing IMC?
According to Schultz and Kitchen (2000a), what is expected in the natural course of discussing IMC?
What is one term NOT used to describe IMC according to the text?
What is one term NOT used to describe IMC according to the text?
