Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ____ and includes broadcast, mobile, print, and online forms In addition to the specific promotion tools, marketing communication requires ____ for greatest impact Companies are doing less ____ and more ____ as a result of the explosive developments in communication technologies to better target smaller customer segments Today, most companies are adopting the concept of ____, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ____ HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ____ A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ____ In the communication process, the more the sender's field of experience is ____ that of the receiver, the more ____ the message is likely to be While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ____ Among the buyer-readiness stages, the first stage is ____

Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

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