Page 123 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 6: Introduction to Integrated Marketing Communication

5. "Every type of brand contact with customers is important because it communicates Notes
something that can strengthen or weaken customers' view of the company". Discuss.
6. "To fully appreciate IMC perspective, one has to look through the consumer's eyes". Do
you agree? Give reasons
7. Critically analyse direct marketing and personal selling as promotional tools.
8. How can advertising add to the identity of the company? Do you think that advertising is
better than other promotional tools? Why?
9. Explain what do you mean by new generation marketing approaches? How do they differ
from earlier approaches?
10. If given a chance would you like to be an advertising manager of a company? Why or why
not?

Answers: Self Assessment

1. True 2. True

3. False 4. False
5. False 6. Reinforce/Enhance
7. Sales Promotion 8. Direct Marketing

9. Persuasion 10. Media Directors
6.9 Further Readings

Books Burke Raymond R. and Thomas K. Srull, Competitive Interference and Consumer
Memory for Advertising, Journal of Consumer Research, June 15, 1988.
Lavidge Robert J. and Gary A. Steiner, A Model for Predictive Measurements of
Advertising Effectiveness, Journal of Marketing, (October 1961).
Rogers Everett M., Diffusion of Innovation, Free Press, 1962.
S H H Kazmi, Marketing Management, Excel Books, New Delhi.

Schramm Wilbur, How Communication Works, in the Process and Effects of Mass
Communication, Ed. Wilbur Schramm and Donald F. Roberts, 1971.
Strong E. K., The Psychology of Selling, McGraw-Hill, 1925.

Online links marketing.about.com/od/marketingglossary/g/imcdef.html
www.medill.northwestern.edu/imc
www.russellreynolds.com/.../Integr_Marketing_Comm_WhitePaper_5.pdf

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