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Discussion Forum #1 350

After completing this week’s required reading, complete the following: Find one ad that directly impacts the affective part of a consumer’s attitude. Then, define the steps of the consumer purchase process that a consumer would experience to purchase the product/service in the ad (the conative part). Discuss how integrated marketing communications influenced each step of the process. Required Readings: Chapters 1 & 3 in Integrated Advertising, Promotion, and Marketing Communications  Mishulin, G. M., Molchan, A. S., Biryukov, A. Y., & Haradzhyan, L. V. (2016). Integrated marketing information and communication system: New quality of the communication interaction. International Review of Management and Marketing, 6(6). Shkurupskaya, I. A., & Litovchenko, I. L. (2016). Investigation of the influence of consumer behavior on the formation of integrated marketing communications. St. Petersburg State Polytechnical University Journal Economics, 5. Recommended Dadzie, K. Q., Amponsah, D. K., Dadzie, C. A., & Winston, E. M. (2017). How firms implement marketing strategies in emerging markets: An empirical assessment of the 4a marketing mix framework. Journal of Marketing Theory and Practice, 25(3), 234-256. Popescu, D. I. (2016). Promotional mix and integration of communication into management policy – case study. Revista De Management Comparat International, 17(5), 466-476. Valos, M., Maplestone, V., Polonsky, M., & Ewing, M. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), 1522–1558.