MARK1012 Chapter Notes - Chapter 13: Integrated Marketing Communications, Feedback, Online Advertising
Chapter 13: Integrated Marketing Communications, Advertising & PR
IMC: represents the ‘promotion’ part of the four Ps. 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 Communication process:
The sender
The transmitter
Encoding
The communication channel
The receiver
Noise
Feedback loop
The AIDA Model
-awareness
-Interest
-Desire
-Action
-The lagged effect
Elements of an IMC strategy
advertising
Steps in planning and executing an ad campaign
1. Identify target audience
2. Set advertising objectives
3. Determine the advertising budget
4. Convey the message
5. Evaluate & select media
6. Create advertisements
7. Assess impact using malting metrics
Public relations
The organisational function that manages the firm's communications to achieve a variety of
objectives, including building and maintaining a positive image, handling or heading off
unfavourable stories or events and maintaining positive relationships with the media
Sales promotions
-coupons
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