There are two components to this assessment.
Based on what you have learned and observed in this IMC subject to-date, review and critique the following;
A) The customer initiated marketing communication model by Duncan (2005) (page 122 of the text). Investigate this in relation to the rise of social media and even citizen journalism and then investigate how businesses are working in this environment. Provide some academic research, statistics and examples to make your case.
B) The basic model of consumer decision making on page 146 of your text. Investigate this model and how an organisation might use communication tools to walk the retail or business consumer from awareness to becoming a loyal customer. This will include how different tools might be used at different stages of the model, consumers current attitude towards brands/products and services etc. As with the above, provide academic support, statistics and examples.
TO ANSWER PART B YOU HAVE TO SELECT AN ORGANIZATION (GENERAL MOTORS);
1. FIND THE PROBLEM ( PROBLEM RECOGNITION)
2. INFORMATION SEARCHED
3. EVALUATION Of ALTERNATIVES
5. POST PURCHASE