BUS 346 Chapter Notes - Chapter 17: Search Engine Marketing, Social Shopping, Brand Awareness
Document Summary
Integrated marketing communications (imc) represents the promotion dimension of the four. Ps; encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media - in combination to provide clarity, consistency, and maximum communicative impact. Lo 1: identify the components of the communication process. The sender is the firm from which an imc message originate; the sender must be clearly identified to the intended audience. Ie coca-cola sends its message of its color scheme or iconic bottle shape. The transmitter is an agent or intermediary with which the sender works with to develop the marketing communications. Encoding is the process of converting the sender"s ideas into a message, which could be verbal, visual, or both. Consumers receive the message info about them wanting to try a coke. The communication channel is the medium - print, broadcast, the internet - that carries the message.
