SMG MK 323 Lecture Notes - Lecture 18: Integrated Marketing Communications, Emoji, Pepsis
Document Summary
Integrated marketing communications (imc) = represents the promotion dimension of the 4. Encompasses a variety of communication disciplines - advertising, personal selling, promotions, pr, direct marketing, and online marketing including social media to provide clarity, consistency, and maximum communicative impact. 3 elements in an imc strategy: consumer, channels through which the message is communicated, and the evaluation of the results of the communication. The message originates from the sender who must be clearly identified to the targeted audience. Pepsi seeks to communicate new ways with consumers through its packaging and promotional programs. Pepsi identity remains clear even with these innovative communications because they consistently highlight its blue and red color scheme and logo images. The transmitter is the marketing department or external agency that receives information and transforms it for use. Encoding = converting the sender"s ideas into a message which could be verbal, visual, or both.
