COMM 2331 Study Guide - Final Guide: Psychographic, Soft Sell, Integrated Marketing Communications

• School: Ohio State University
• Department: Communication
• Course: COMM 2331
• Professor: All

Document Summary

Anyone know any good quizlets? https://quizlet. com/41479590/comm-2331-final-exam-flash-cards/ https://quizlet. com/41648881/comm-2331-final-flash-cards/ https://quizlet. com/36093258/comm-2331-flash-cards/ What are the basic elements of an imc plan: imc: 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 audiences i. The way you give customers a certain perception of your service iii. The goal of imc is to generate short-term financial returns and long-term brand value: trends: i. Increasingly difficult to target audiences and communicate effectively ii. De(cid:272)li(cid:374)e i(cid:374) (cid:862)(cid:373)ass(cid:863) (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) a(cid:374)d thus (cid:862)(cid:373)ass(cid:863) ad(cid:448)e(cid:396)tisi(cid:374)g: elements: i. Functions: builds awareness of products or brands, creates a brand image- leads to brand equity. Promotion equals power: cha(cid:374)ge (cid:272)o(cid:374)su(cid:373)e(cid:396)"s tastes, lo(cid:449)e(cid:396)s se(cid:374)siti(cid:448)it(cid:455) to p(cid:396)i(cid:272)e, build (cid:271)(cid:396)a(cid:374)d lo(cid:455)alt(cid:455, results i(cid:374) highe(cid:396) p(cid:396)ofits, redu(cid:272)es (cid:272)o(cid:373)petitio(cid:374, leads to highe(cid:396) p(cid:396)i(cid:272)es, leads to fe(cid:449)e(cid:396) (cid:272)hoi(cid:272)es. Advocates argue that children: la(cid:272)k the k(cid:374)o(cid:449)ledge a(cid:374)d skills to e(cid:448)aluate ad(cid:448)e(cid:396)tising claims, ca(cid:374)(cid:374)ot diffe(cid:396)e(cid:374)tiate (cid:271)et(cid:449)ee(cid:374) p(cid:396)og(cid:396)a(cid:373)s a(cid:374)d (cid:272)o(cid:373)(cid:373)e(cid:396)(cid:272)ials.