What is an IMC audit? How is one administered?
What will be an ideal response?
An IMC audit determines where the organization currently stands and, perhaps, makes
recommendations for the future. Professor Tom Duncan recommends a five step process: Analysis of
the communication network used to develop marketing communications programs, identification and
prioritization of key stakeholder groups, evaluation of the organization's customer databases, content
analysis of all messages used within the past year, and assessment of knowledge of, and attitudes
toward, IMC on the part of marketing managers, top management, and key agency managers.
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Corey has been called to jury duty for a criminal case. He wants to prepare by studying deceptive behaviors and asks you what you learned in your study of interpersonal communication
What specific information about nonverbal communication and deception cues can you give Corey? What will be an ideal response?
The action step in the AIDA formula is designed to
a. Help customers avoid false or misleading information b.Find ways to connect the advertiser with the customer c. Support claims made in the other steps of the formula d. Elicit testimonials from satisfied customers