6600:205 Lecture Notes - Lecture 14: Integrated Marketing Communications, Direct Marketing, Sales Promotion
16 Nov 2017
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Document Summary
Marketing chapter 18 integrated marketing communications integrated marketing communications (imc)- represents the promotion p of the four ps. It encompasses a variety of communication disciples advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media in combination to provide clarity, consistency, and maximum communicative impact. There are three elements in any imc strategy : The channels through which the message is communicated. The evaluation of the results of the communication. As the number of communication media has increased, the task of understanding how best to reach target consumers has become far more complex. Each receiver may interpret the sender"s message differently, and senders often adjust their message according to the medium used and receiver"s level of knowledge about the product or service. Suggests that awareness leads to interest, which leads to desire, which leads to action.
