MARK 453 Chapter Notes - Chapter 1: Integrated Marketing Communications, Marketing Communications, Media Mix
19 Oct 2017
School
Department
Course
Professor
Document Summary
Transmission device: communication channel. (television, newspaper, social media, billboard, internet) Aimed at being an (cid:498)attention getting message(cid:499) from an idea. Decoding: understanding the message given in one(cid:495)s own way. (cid:523)perception(cid:524) Feedback: receiver(cid:495)s response to the sender. (purchase history, inquiries, complaints, questions, store visits, blogs, website hits) It can occur at any stage in the communication process. Clutter is the most common form of noise. Coordination & integration of all forms of marketing communication tools, avenues ad sources of a company into a seamless program designed to maximize customer and stakeholder impact. Covers all of the company(cid:495)s b2b, market channel, customer-focused & Focuses on the promot)on aspect of the 4 p(cid:495)s in the marketing mix. Unified strategy & uses multiple communication channels. (advertising, digital marketing, social media, sales promotion, direct marketing, public relations, personal selling, etc. ) Content grazing: looking at 2 or more screens at the same time. Investigative spider webbing: investigates specific content on several media platforms.
