Author Question: How does IMC differ from mass marketing? What will be an ideal ... (Read 35 times)

brutforce · **on:** Aug 11, 2018

How does IMC differ from mass marketing?

What will be an ideal response?

Question 2

What is an IMC audit? How is one administered?

What will be an ideal response?

wfdfwc23 · **Reply #1 on:** Aug 11, 2018

Answer to Question 1

IMC practitioners focus on individual customers. IMC practitioners use databases to target
individual customers rather than mass audiences. IMC practitioners send a well-focused message
through a variety of media. IMC practitioners use customer-preferred media to send their marketing
messages. IMC practitioners favor interactive media, constantly seeking information from their
customers.

Answer to Question 2

An IMC audit determines where the organization currently stands and, perhaps, makes
recommendations for the future. Professor Tom Duncan recommends a five step process: Analysis of
the communication network used to develop marketing communications programs, identification and
prioritization of key stakeholder groups, evaluation of the organization's customer databases, content
analysis of all messages used within the past year, and assessment of knowledge of, and attitudes
toward, IMC on the part of marketing managers, top management, and key agency managers.