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Fenster schliessen

Alternative Response Hierarchy Classification (Ray 1973)

see slide 66 in review

Fenster schliessen

The Foote, Cone & Belding (FCB) Grid (Vaughn 1980)

see slide 67 in review

Fenster schliessen

Cognitive Response Model

see slide 68 in review

Fenster schliessen

Dual-Mediation Hypothesis

see slide 69 in review

Fenster schliessen

Elaboration Likelihood Model

see slide 71 in review

Fenster schliessen

Defining IMC

IMC is a strategic business process used to plan, develop, execute and

evaluate coordinated, measurable, persuasive brand communication

programs with consumers, customers, prospects employees and other

relevant external and internal audiences.

The goal of IMC is to generate short-term financial returns and build long-term

brand value.

Fenster schliessen

Growing Importance of IMC

Strategic integration of communications functions

Avoids duplication

Synergy among promotional tools

More efficient and effective marketing

Rapidly changing environment




Fenster schliessen

Behind the Growing Importance of IMC

see slide 76 in review