Author Question: Explain the evolution of Integrated Marketing Communications since the 1990s and why IMC is crucial ... (Read 44 times)

crobinson2013 · **on:** Jun 28, 2018

Explain the evolution of Integrated Marketing Communications since the 1990s and why IMC is crucial to brand success.

Question 2

Outline the four main components of a marketing mix. List two factors that must be considered for each component. Describe advertising's role in the marketing mix.

katieost · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

Since the 1990s, the concept of mixing various promotional tools has generally been referred to as integrated marketing communications. The IMC process uses promotional tools in a unified way so that a synergistic communication effect is created. Current thinking is that the emphasis on communication is not as important as the emphasis on the brand. The result is that there has been an evolution towards using a wide range of promotional tools in concert to create widespread brand exposure.

Answer to Question 2

The four main components of a marketing mix are product, price, promotion, and distribution. Exhibit 1.3 contains an extensive list of factors that must be considered for each component. Advertising must work to support the organization's more general marketing strategies. Some of the most basic strategies that it can support are market segmentation, product differentiation, and positioning.