MKT 371 test notes
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This 1 page Bundle was uploaded by Hannah Hicks on Monday September 5, 2016. The Bundle belongs to MKT 371 at a university taught by Dr. Uday Tate in Summer 2015. Since its upload, it has received 7 views.
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Date Created: 09/05/16
Hannah Hicks Chapter 13 -grated marketing communications (IMC): the challenge of efficiency communication across borders is one reason that global companies and their advertising agencies are embracing a concept -Advertising: any sponsored, paid message that is communicated in a nonpersonal way. -Global advertising: messages whose art, copy, headlines, photos, taglines, and other elements have developed expressly for their worldwide suitability -Global advertising content: standard verus adaptation -4 major difficulties that compromise an organization’s attempt to communicate with customers::: 1. Message may not get through to the intended recipient. 2. The message may reach the target audience but may not be understood or may be misunderstood. 3.message may reach the target audience and may be understood but still may not compel the recipient to take action. 4. The effectiveness of the message may be impaired by noise (an external influence, such as competitive advertising, other sales personnel, or confusion at the receiving end, that can detract from the unlimate effectiveness of the communication. -Pattern advertising: concept of global product platforms. Middle ground between 100 standardization and 100 percent adaptations, a pattern strategy calls for developing a basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as required for individual country markets. -appeal:
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