BUAD301 Lecture Notes - Lecture 13: Integrated Marketing Communications, Sales Promotion, Database Marketing

• School: University of Delaware
• Department: Business Administration
• Course: BUAD301
• Professor: Townsend Donald

Document Summary

Integrated marketing communications (imc): the planning, execution, and evaluation of coordinated, brand communication programs over time to targeted audiences. Must use a multichannel promotion strategy which combines traditional marketing communication with social media and other online activities. Communication model explains how organizations create/transmit messages. Process begins with a source with an idea that they want to communicate to a receiver. Encoding: where idea is translated into a physically perceivable form that conveys a meaning. The actual content of communication that goes from source receiver. May be in form of advertising, sales promotion, sales pitch, infomercial, websites, social media, blogs, search engines, word of mouth. The communication vehicle that reaches members of the target audience. Product characteristics are no in conflict with medium. For effective decoding, the source and receiver must share a frame of reference. Noise, anything that interferes with effective communication, can block messages. Promotion mix: refers to communication elements that the marketer controls.