BUSI 2208 Study Guide - Integrated Marketing Communications, Channel (Communications), Direct Marketing
22 Dec 2012
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Document Summary
Imc programs regard each of the firms marketing elements as part of a whole, each of which offers a different means to connect with its target audience. Integration of elements provide the firm with the best means to reach the target audience with the desired message, and it enhances the value of the story by offering a clear and consistent message. Three components of any imc strategy include the consumer or target market, the channels or vehicles through which the message is communicated, and the evaluation of results of communication. Sender the firm from which the imc message originates; the sender must be clearly identified to the intended audience. Transmitter- an agent or intermediary with which the sender works to develop the marketing communications; for example, a firms creative department or an advertising agency. Communication channel the medium; print, broadcasts, the internet or etc. that carries the message.
