MKT 100 Study Guide - Final Guide: Integrated Marketing Communications, The Sender, Sales Promotion
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MKT 100 Full Course Notes
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Integrated markeing communicaions (imc): represents the promoion dimension of the four. Ps; includes a variety of communicaion disciplines general adverising, personal selling, sales promoion, public relaions, direct markeing, and electronic media in combinaion to provide clarity, consistency, and maximum communicaive impact. Understanding how best to reach target consumers. Factors that afect the way consumers perceive the message. The sender: where the message originates; the sender must be clearly ideniied to the intended audience. Decepive adverising: a representaion, omission, or pracice in an adverisement that is likely to mislead customers acing reasonably under the circumstances. The transmiter: an agent or intermediary with which the sender works to develop the markeing communicaions. Encoding: the process of convering the sender"s ideas into a message; which could be verbal, visual, or both. The communicaion channel: the medium print, broadcast, the internet that carries the message. The receiver: the person who reads, hears, or sees and processes the informaion contained in the message or adverisement.