Author Question: What is integrated marketing communication (IMC)? Discuss the differences between integrated ... (Read 106 times)

anshika · **on:** Jun 29, 2018

What is integrated marketing communication (IMC)? Discuss the differences between integrated marketing communication and integrated brand promotion (IBP).

Question 2

Advertising goals of services are sometimes captured by the acronym AIDA, which stands for
a. attention, interest, desire, action.
b. attention, ideas, demand, action.
c. attributes, interest, desire, attitude.
d. attitude, interest, demand, activity.
e. None of these.

Athena23 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Beginning in about 1990, the concept of mixing various promotional tools was referred to as integrated marketing communications (IMC). However, the reality of promotional strategies in the 21st century demands that the emphasis on communication give way to an emphasis on the brand. IMC emphasizes the communication effort per se and the need for coordinated and synergistic messages. IBP retains the emphasis on coordination and synergy of communication but goes beyond the parameters of IMC. In IBP, the emphasis is on the brand and not just communication. With a focus on building brand awareness, identity, and ultimately preference, the IBP perspective recognizes that coordinated promotional messages need to have brand-building effects in addition to the communication effects.

Answer to Question 2

a