MKT 100 Lecture Notes - Lecture 8: Media Planning, Media Mix, Blog

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

Provides the firm with the best means to reach the target audience. Key to imc- the consumer or target market, the channels or vehicle through which the message is communicated, and the evaluation of the results of the communication. The sender- the firm from which an imc message originates; the sender must be clearly identified to the intended audience. Deceptive advertising- a representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances. Transmitter- an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm"s creative department or an advertising agency. The sender works with the creative department, whether in-house or from a marketing (or advertising) agency, to develop marketing communication. Encoding- the process of converting the sender"s ideas into a message, which could be verbal, visual, or both. Communication channel- the medium- print broadcast, the internet- that carries the message.