PHIL 1290 Study Guide - Quiz Guide: Sales Promotion, Customer Service, Promotional Mix
27 Mar 2018
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Document Summary
Ch 12 integrated marketing communication and interactive marketing. Communication: process of conveying a message to others. Integrated marketing communications: coordination, consistent message, use each tool to its advantage. The internet is being integrated into marketing communications programs. Remember that the messages that are communicated are consistent. Internet social media/ online videos/blogs/podcasts/social networks/rss feed. Impacting ad spending in all other media: not-for-profits: increase in marketing campaigns. Ethics or lack thereof(ex; craigs list): particularly in the internet environment. Source encode message channel of communication receiver decode message response feedback source ( rest all is noise) Source: company or person who has information to share. Message: information sent by a source to a receiver. Channel of communication: the means of conveying a message to a receiver. Receiver: consumers who read, hear, or see the message sent by a source. Encoding: process whereby the sender transforms an idea into symbolic form, using words, pictures, symbols, and sounds.
