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Marketing Chapter 13.docx

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Ambika Badh

Chapter 13 – Integrated Marketing Communications The Communication Process  Communication is the transmission of a message from sender to receiver o Sender encodes a message o Receiver decodes and interprets then sends feedback o Noise can interfere with the transmission of the message over the channel Marketing Communications  Messages received by consumers that deal with buyer-seller relationships  AIDA – attention, interest, desire, action  An effective message o Gains receiver’s attention o Achieves understanding by both receiver and sender and stimulates the receivers needs o Suggests an appropriate method of satisfying them Integrated Marketing Communications  Coordination of all promotional activities to produce a unified, customer- focused message  Media advertising, personal selling, public relations, sales promotion, direct mail and sponsorships Promotion  Communication link between buyers and sellers  Function of informing, persuading and influencing a consumer’s purchase decision  Objectives o Provide information o Increase primary and selective demand o Differentiate product o Accentuate the product’s value o Stabilize sales Nonpersonal Selling  Advertising – any paid, nonpersonal communication through various media by a sponsor identified in a message  Sponsorship –organization provides funds or resources to an event or activity in exchange for direct association o More cost effective, less control over market coverage o Ambush marketing – businesses try to relate to events for which they are not official sponsors  Public relations – firm’s communications and relationships with its various publics (marketing and non marketing) o Efficient and indirect communications channel o Impacts prestige and image of all parts of the organization Chapter 13 – Integrated Marketing Communications  Sales promotion – marketing activities other than personal selling, advertising, guerrilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness o Sales promotions have short term incentives to emphasize supplement and support of other promotional activities o Trade promotions are geared towards marketing intermediaries  Direct marketing – dire
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