*Integrated Marketing Communications
Integrated Marketing Communications: the integration by the company of its communication
channels to deliver a clear, consistent, and compelling message about the organization and its
- Purpose: persuade customers to buy your products rather than your competitor’s.
Source effects: the same words by different people can have very different meanings
In Marketing, source is often a spokesperson in an ad, who might be expert, famous, attractive,
or a “typical” consumer
What makes a good source?
Source credibility: a source’s perceived expertise, objectivity, or trustworthinessReputations
- Whether the message is consistent or inconsistent with the source’s vested interest
Sleeper effect: over time, the message and the source may become dissociated because of
poor memory for the source than for the message
- Sometimes sources are noncredible, irritating or disliked, but