SMG MK 323 Lecture Notes - Lecture 12: Car Rental, Draa River, Product Placement

• School: Boston University
• Department: Marketing
• Course: SMG MK 323
• Professor: Lorri Veidenheimer

Document Summary

Integrated marketing communication (imc) is the concept of designing marketing activities -- advertising, personal selling, sales promotion, public relations, online and social media in combination to provide clarity, consistency, and maximum communicative impact. Three main elements in imc strategy the consumer the channels through which the message is communicated the evaluation of the results of the communication. Sender (the firm): must clearly identify to the intended audience. (ex: coco cola use white and red identifiable icon and package to notify its audience. ) Transmitter: the sender works with a creative department, whether in-house or from a marketing (or advertising) agency, to develop marketing communications to highlight the new beverage. Encoding: (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, (cid:448)isual, or (cid:271)oth. Communication channel: is the medium print, broadcast, the internet, and so forth that carries the message. (ex: coca-cola could transmit through television, radio, and various print advertisements)