Create buyers a. Set expectations a. A good product or service will be viewed as unsatisfactory if expectations are set too high b. Communication strategies should strive for two-way communication between buyer and seller. Messages across all communication channels should work together to create the appropriate position and result in the right action.
Customer feedback can provide information on needed adjustments and improvements.
The IMC strategic planning process A. Setting communication goals 1. Who is the audience a. What is the purchase process iii. Who is involved in the purchase iv. What should the communication say and do a.