COMMERCE 2MA3 : Chapter 13.docx
8 Dec 2014
School
Department
Course
Professor
Document Summary
Integrated marketing communications (imc) = promotion + marketing communications. Creation of a unified customer-focused, holistic message that aims to influence and inform potential buyers using different media. A broader concepts than just communications and promotions. Mobile devices: searching, using apps, making reservations, sharing stories, etc. Five objectives of promotion: provide information a. Inform the market about the availability of the product. 2: differentiate the product, focus on the advantages from similar/ competing goods, accentuate the product"s value, greater value (utility) helps justify a higher price in the marketplace, stabilize sales, can stabilize variations in demand, cyclical sales. The optimal blending of the elements to achieve promotional objectives. Consistency: experiences across different platforms; in store, web, and mobile. Personalization: loyalty programs integrated with preferences. Achieves understanding by both receiver and sender. Stimulates receiver"s needs and suggests a way to satisfy them. Sender encodes a message ( make the message understandable) Receiver decodes the message (interpreting his/her own meaning)
