Management and Organizational Studies 2320A/B Lecture Notes - Lecture 14: Integrated Marketing Communications, Unique Selling Proposition, Media Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Mos 2320 chapter 14 (integrated marketing communications) Imc is the promotion dimension of the four p"s. 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 communi(cid:272)atio(cid:374)s; for e(cid:454)a(cid:373)ple, a fir(cid:373)"s (cid:272)reati(cid:448)e depart(cid:373)e(cid:374)t or a(cid:374) ad(cid:448)ertisi(cid:374)g age(cid:374)(cid:272)(cid:455) Encoding pro(cid:272)ess of (cid:272)o(cid:374)(cid:448)erti(cid:374)g the se(cid:374)der"s ideas i(cid:374)to a (cid:373)essage, (cid:449)hi(cid:272)h (cid:272)ould (cid:271)e (cid:448)er(cid:271)al, visual, or both. The communication channel the medium-print, broadcast, the internet that carries the message. The receiver person who reads, hears, or sees and processes the info contained in the message or advertisement. Decoding pro(cid:272)ess (cid:271)(cid:455) (cid:449)hi(cid:272)h the re(cid:272)ei(cid:448)er i(cid:374)terprets the se(cid:374)der"s (cid:373)essage.