SMG MK 323 Study Guide - Final Guide: Integrated Marketing Communications, The Sender, Online Advertising

• School: Boston University
• Department: Marketing
• Course: SMG MK 323
• Professor: Jonathan Hibbard

Document Summary

Integrated marketing communications (imc) represents the promotion p of the marketing mix. It encompasses a variety of communication disciplines- advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media- in combination to provide clarity, consistency, and maximum communicative impact. The sender also has little or no control over the what meaning the receiver will take from the message: se(cid:374)ders adjust (cid:373)essages a(cid:272)(cid:272)ordi(cid:374)g to the (cid:373)ediu(cid:373) a(cid:374)d the re(cid:272)ei(cid:448)ers" traits. This is because it takes several exposers to an add before the consumer actually processes its message. Offline: personal selling, sales promotions (contests, direct marketing (telemarketing, advertising, sales promotions (coupons, public relations, direct marketing (catalogs, direct marketing (mobile marketing, online marketing (blogs, social media, direct marketing (emails) They use their websites to build their brand image and educate customers about their products or services as well as where they can be purchased: blog (weblog) contains periodic posts on a common webpage.