: Integrated Marketing Communication (Ch. 7) and digital marketing

Question 1

For a person to be persuaded by any form of communication the following steps must occur:

Answer 1

Exposure - Seeing or hearing communication

Attention - Noticing communication

Comprehension - Understanding the intended message

Yielding - Responding favorably to the message

Intentions - Planning to act in the desired manner of communication

Behavior - Actually acting in the desired manner

Question 2

Strategies to minimise the communication gap:

Answer 2

Address search intangibility –> word of mouth through strong customer - employee relationships

Manage services promises –> event sponsership

Manage internal marketing communication –> make realistic promises, offer service garauntee, offer choice

Manage customer education –> High customer participation services, Communication is necessary to balance supply and demande.g., staggered release of festival tickets

Manage customer expectations