COMMERCE 2MA3 Chapter Notes - Chapter 14: The Sender, Shampoo, Media Mix
25 Feb 2019
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Document Summary
Marketing - chapter 14: promotion started simple, people only had a few options to view entertainment, so people were forced to view advertisement. Now, marketers are forced to use different tools to tap into different audiences. Integrated marketing communication (imc) is promotion, through which the firm communicates to the audiences: promotion is a form of communication. In the brand is the sender (the brand) to the receiver (the audience), the sender communicates by using different communication channels. The sender will either encode the message themselves (or hire someone else) to create the message of the add. The receiver decodes the message, after decoding there is some type of feedback that occurs whether it"s a complaint or some type of information seeking. Noise are distractions that disables the receiver from receiving or decoding the message. Steps to planning an imc campaign: identify target audience: choosing a target audience will affect every step in the planning process.
