IMC

Question 1

Four pillars of IMC

Answer 1

IMC –>

a) Stakeholders
b) Content
c) Channels
d) Results

<– Strategic management & of brand communications programmes

Question 2

6M Model

Answer 2

Market
Mission
Message
Media
Money
Measurement

Question 3

Content Creation Model

Answer 3

Traditional linear paradigm (model): Media/market –> Audience

Interactive paradigm: Media/market –> content creator and receiver –> audience

Question 4

IMC definition I

Answer 4

An audience-driven business process of strategically
managing stakeholders, content, channels, and results of brand communication programmes

Keywords:
- Audience-driven
- Strategic
- 4 pillars: stakeholders, content, channels, results

Question 5

Marketing funnel

Answer 5

Awareness
Consideration
Conversion
Loyalty
Advocacy

Question 6

IMC definition II

Answer 6

The coordination of and integration of all marketing
communication tools within a company, into a seamless program which maximizes impact of the value proposition on consumers.

Question 7

Brand

Answer 7

A brand is a person’s gut feeling about a product, service, or organisation.

Question 8

Touch point

Answer 8

Each and every opportunity the customer has interaction with the brand