Discussion Post I: Buying Process
What are the steps a buyer passes through when making a buying decision? What other factors might influence a purchase? Think about something you recently purchased and discuss each buying decision step and other factors that influence your decision to buy. Incorporate concepts and examples from this week's lecture in your post.
Discussion Post II: Market Opportunity Analysis
What is the outcome of conducting a market opportunity analysis? Examine two components of the MOA and assess how each contributes to an effective IMC. Incorporate concepts and examples from this week's lecture in your post.
The response should include a reference list. Using double-space, Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.
References
• Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. San Diego, CA: Bridgepoint Education, Inc.
o Chapter 2: IMC's Role in the Marketing Plan
o Chapter 3: Planning for Integrated Marketing Communications.