ADM 3326 : Chapter 4-Adv and Sales.docx

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: All

Document Summary

Imc strategy is implemented through communication tools and messages it sends to current/prospective customers as well as other relevant publics. Org"s communicate through advertisements, websites, press releases, sales promotion, and visual images. Those involved in planning of an imc program need to understand how these reactions will shape consumer respsonses to the company and/or product or service. Communication: passing of information, exchange if ideas, the process of establishing a commonness or oneness of thought between a sender and a receiver. For communication to occur, must be some common thinking between two parties, info must be passed from one person to another. Communication process is complex, success depends on the nature of the message, audience"s interpretation of it, environment in which it is received. Words, pictures, sounds, colours have different meanings to different audiences, people"s perceptions and interpretations vary. Marketers must understand the meanings that words/symbols take on, how they influence consumers interpretation of products and msgs.