Posted: September 13th, 2017

Marketing Communications

Marketing Communications

Paper instructions:
Read Egan. J. (2007). Marketing Communications. Thompson Learning/UK book. and answer the following questions. each answer must be at least 150 character.

Question 1)
What is IMC? After reading Egan chapters 1 and 15, can you describe an IMC approach? What are the advantages and disadvantages of employing an IMC perspective?

Question 2)
In chapter 4, Egan discusses the importance of brand associations to develop the image and personality of a brand (p. 94-95 . Provide examples of companies that have developed positive brand associations. Feel free to attach images or videos that illustrate your point.

(Buying behavior)
After reading chapter 3, describe the two main types of consumer learning.

(Communication theory)
Read chapter 2. How valuable are hierarchy of effects models? To what extent would you use them in your communication planning?

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