ECON344 Lecture 1: CH 146 NOTES
1 Dec 2017
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Document Summary
Chapter 16 integrated marketing communications & direct marketing. Knowing your customer and reaching them in a creative & integrated manner. Promotional mix: elements include advertising, personal selling, sales promotion, public relations and direct marketing. Integrated marketing communications (imc): concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. Communication: 6 elements (up to encoding and decoding) the process of conveying a message to others and requires six elements: a source, message, channel of communication, a receiver, encoding, decoding. Feedback: response: 1) in behavioural learning, the action taken by a consumer to satisfy a drive 2) in feedback, the impact the message had on the receiver"s knowledge, attitudes or behaviours. Noise: extraneous factors that can work against effective communication by distorting a message or the feedback received. Knowing the customer"s stage of decision making can also affect the promotional mix:
