Integrated Marketing Communications

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Management (MGM)
Alison Jing Xu

*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 products - 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 trustworthinessReputations - Whether the message is consistent or inconsistent with the source’s vested interest Criminal’s argument  Source attractiveness  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
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