Chapter 16 Study

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Chapter 16 Study Questions:

  1. What is the role of integrated marketing communications (IMC) in a firms overall marketing strategy? When executed well, what are its benefits? IMC is the coordination of all promotional activities to produce a unified, customer focused promotional message. It helps to create competitive advantage, boost profits and sales, help customers, while strengthening relationships and simultaneously saving time, money and stress. IMC helps to move customers through the various stages of their buying process - before, during and after.

  2. Describe the elements of the promotional mix? Personal Selling- interpersonal influence process involving a sellers promotional presentation conducted on a person-to-person basis with the buyer and is the...

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