BU352 Lecture Notes - Lecture 14: Integrated Marketing Communications, Media Mix, Channel (Communications)
Document Summary
The communication process: sender the firm from which an imc message originates; the sender must be clearly identified to the intended audience. Step 3: determine budget: objective and task method determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs. Competitive parity method determining a communications budget in which the fir(cid:373)"s share of the (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) e(cid:454)pe(cid:374)ses is i(cid:374) li(cid:374)e (cid:449)ith its (cid:373)arket share. Percentage of sales method a method of determining a communications budget that is based on a fixed percentage of forecasted sales. Affordable method determining a communications budget based on what is left over after other operating costs have been covered. Step 4: convey message: the message. Unique selling proposition (usp) strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign: the appeal.
