All Sections Available from Jun 17, 2024 12:01am

Discussion Topic: IMC 4550 - Week Three (*Exam One Window Thur - Sun)

Welcome to our 3rd week together, IMC Scholars! We celebrate Juneteenth this week, and won't have class on June 19 to celebrate the holiday.

We will move into the topics of the fascinating role of persuasion in IMC and talk about objective setting and budgeting. I recommend thinking of examples of your favorite brands, commercials, and advertising campaigns to connect with these concepts. What campaigns persuade you to action? We will extend our overview of communications and consumer behavior by discussing the role of persuasion (i.e., attitude change) in IMC. Special attention will be devoted to the major elements in persuasion to consider in marcom campaigns, as well as two important models of persuasion processes applied to marcom:

(1) the Elaboration Likelihood Model and its motivation, ability, and opportunity to process elements, and
(2) the Theory of Reasoned Action

As marketing professionals, you will be tasked on a regular basis with securing budgets for campaigns and promotions. In addition, you will be responsible for reporting on the impact of the marketing campaigns, sharing the impact and results for the promotional objectives. Chapter 8 completes the treatment of these fundamental marcom decisions by examining IMC objective setting and budgeting. The importance of setting objectives is initially discussed via the hierarchy of marcom effects explaining how the choice of a marcom objective depends on where in the hierarchy (e.g., awareness or product trial) members of the target audience are located. Requirements for setting suitable marcom objectives are detailed. Then, the issue of whether marcom should be based on sales or pre-sales (communication) objectives is addressed.

Four practical budgeting methods conclude the discussion:

(1) percentage-of-sales,
(2) objective-and-task,
(3) competitive parity, and
(4) affordability.

It is also time for our first exam, covering chapters 1- 8. Testing is an opportunity to review material learned, retrieve information, and solidify your overall understanding of course materials. Have you mastered the chapter course objectives? I recommend using your Build-Your-Own-Study-Guides, re-skimming the textbook, and re-watching/reviewing lecture videos and slides. To be successful, you must have read the book, in addition to actively engaging in class materials.

Finally, you should be steadily working on your HubSpot certification.

You can get started by heading to our Week 3 Module.

Questions or concerns? Please reach out...I am here to help facilitate your learning experience.

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