Building the IMC programs around individual needs lets customers choose how, when, and where they receive messages from the marketer. Marketers can use criteria such as customer needs to build market segments made up of individual names. The IMC Mix 1. The IMC mix is the particular combination of communication techniques that a marketer uses to achieve its objectives. Advertising a. Advertising is any paid, nonpersonal communication link initiated by a marketer to create relationships with customers.
Marketers are now including response mechanisms in their advertising.
It is paid for by the marketer, who controls the message. Direct marketing is powerful due to the marketer's ability to gather information about the target market. In using this, marketers face serious ethical questions about invasion of customer privacy and misuse of personal information. Sales promotion accelerates current purchasing and encourages repeat purchases. It is a good way to kick off or renew relationships with stakeholders.