Communication objectives can help by first focusing the company's efforts on a specific market and its unique needs, and the specific products of interest. In seeking out this connection of customers to products, IMC strategies have a higher potential for success.

3. In the case, BatesManor Furniture, inc (a), what is the purpose and role of advertising, promotion, and personal selling in the household furniture industry?

The furniture industry is one that is known for its long sales cycles, high prices and consumer lifecycle approach to marketing. Young families for example have entirely different needs than those of empty nesters. The BatesManor Furniture case study shows how advertising, promotion and personal selling in the household furniture industry needs to be more attuned to the unique needs of customers and not just rely on traditional marketing and promotions strategies. Instead of using IMC strategies as a means to en masse market,...
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