Management and Organizational Studies 2320A/B Chapter 14: Chapter 14 Integrated Marketing Communications.docx

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Integrated marketing communications: represents the promotion dimension of the four ps; encompasses a variety of communication disciplines-general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media-in combination to provide clarity, consistency, and maximum communicative impact. There are three components in any imc strategy: the consumer or target market, the channels or vehicles through which the message is communicated, and the evaluation of the results of the communication. Sender: the firm from which an imc message originates; the sender must be clearly identified to the intended audience. Deceptive advertising: a representation, omission, act or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances. Transmitter: an agent or intermediary with which the sender works to develop the marketing communications; for example a firm"s creative department or an advertising agency. Encoding: the process of converting the sender"s ideas into a message, which could be verbal, visual, or both.