Professional Documents
Culture Documents
A2117949398 - 17438 - 9 - 2018 - Chapter - 15 IMC
A2117949398 - 17438 - 9 - 2018 - Chapter - 15 IMC
2. Integration
1. Brand image integration
2. Integration of marketing and communication
mix
3. Relationship building
Consumer Response and Integrated
Communication Models
Appeal
Different forms of appeal that a marketer can use to
communicate his ideas.
Options:
a. Humour
b. Fear
c. Emotion
d. Rational
e. Ethics
Message Structure