Chapter Questions
Discuss the main reasons for the development of IMC.
Prepare brief notes explaining four different elements that should be part of the integration process.
Explain how various definitions of IMC have evolved.
What are the reasons for interest in IMC and is it a valid concept?
Appraise the main reasons offered for the failure of organisations to develop IMC.
Identify three different interpretations of IMC and make brief notes explaining the principles which underpin each of them. Which of these is best at interpreting the WIRSPA campaign?
Explain the ideas concerning media-neutral planning. What is open planning?
Discuss the view that IMC is essentially the same as relationship marketing.
What are the structural issues that can accelerate or hinder the development of IMC?
Prepare the outline for an essay exploring whether IMC is a strategic approach or just a means to correct internal operational difficulties and reduce media costs.