AMN 401 IMC 2009 sem.2 期末考

[DMTKU (我是懶人)]

昨天剛考完這次IMC期末，我看精華區有考古題分享，想說也來寫一下，雖然不知道之後


會不會一樣。但記得不是很清楚而且我會中英交雜    就將就點看吧

1. Assumed that you are working in the marketing department of a gum

   manufacturer, the company develops a new sugarless gum, you're required

   to develop a IMC plan to encourage trial usage.

2. IMC tools有哪些? 用表格方式列出優缺點

3.(我記得最不清楚的一題)  只記得是 Schultz outside-in planning， what's the

  differences between what the company wants and what the customer wants?

  比較 media exposure 跟一個我忘記的東西 = =

4. define brand contact points. How the points can be managed?

   還有另一個問題也忘了

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