MKT 100 Lecture Notes - Lecture 3: Integrated Marketing Communications, The Home Depot, Sales Promotion

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

Document Summary

Provides irm with the best means to reach the target audience with the desired message enhances value story by ofering clear and consistent message. Three components in any imc strategy: consumer or target market, channels or vehicles through which the message is communicated, evaluation of the results of the communication. Sender: the irm which an imc message originates; the sender must be clearly identiied to the intended audience. Example: home depot working with one of its vendor, stanley. Tools company, can send a message that it is having a special. 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: such as a irm"s creative department or an ad agency. Example: stanley likely develops advertising materials with its ad agency & provides the materials to home depot.