Developing the service communications mix

Question 1

What are the 4 categories of the Integrated Communications Mix

Answer 1

Personal Selling
Advertising
PR
Promotions

Question 2

What is the purpose of the IMC?

Answer 2

Inform
Persuade
Remind

Question 3

What are the 5 steps in developing an IMC strategy?

Answer 3

• selecting target markets
• developing the organisation’s positioning strategy
• developing the IMC budget and mix
• defining IMC objectives
• dividing the communication tasks among the IMC mix

Question 4

What is the aim of the IMC during the pre-purchase phase?

Answer 4

Reducing perceived risk, e.g., financial, performance

Question 5

How can IMC influence the consumption phase?

Answer 5

Influencing the inseparable moments of truth through a clear script and giving customers perceived sense of control.

Question 6

What is the key guideline for services communications?

Answer 6

Make the intangible the tangible and promise the possible