IMC Final Exam (CH14/18 1:1 Marketing)

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Side ASide B
what are 5 distinctions between direct/mass marketing
1.       Direct is opposite of media advertising 2.      ...
4 Characteristics of the paradigm shift toward IMC, market drivers of the shift toward IMC...
1.       Increased emphasis on
Meaning & goals of CRM
Customer relationship management identifies the best customers. It is also an attempt to...
difference: direct response advertising v. direct marketing
Direct response is mass media while direct is not.
2-way marketing where the the audience is involved with co-production or co-creation and customization...
Interactive marketing
People actively request to be involved. It is customized and valuable to the customer
opt-in marketing

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