Lernkarten
Alternative Response Hierarchy Classification (Ray 1973)
see slide 66 in review
The Foote, Cone & Belding (FCB) Grid (Vaughn 1980)
see slide 67 in review
Cognitive Response Model
see slide 68 in review
Dual-Mediation Hypothesis
see slide 69 in review
Elaboration Likelihood Model
see slide 71 in review
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.
Growing Importance of IMC
Strategic integration of communications functions
Avoids duplication
Synergy among promotional tools
More efficient and effective marketing
Rapidly changing environment
Consumers
Technology
Media
Behind the Growing Importance of IMC
see slide 76 in review
