MKT 100 Chapter Notes - Chapter 14: Search Engine Marketing, Media Mix, Click-Through Rate

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: All

Document Summary

Integrated marketing communications (imc) represents the promotion dimension of the 4 p"s. It encompasses a variety of communication disciplines (eg. Advertising, personal selling, sales promotion, public relations, direct marketing, and digital media) in combination to provide clarity, consistency, and maximum communicative impact. As the number of communication media has increased the task of understanding how to best reach target consumers has become far more complex. A lack of clarity or aw in the medium: feedback loop allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. Each receiver may interpret the sender"s message differently. Senders often adjust their message according to the medium used and the receivers" level of knowledge about the product or service. Each receiver decodes a message in their own way which isn"t the senders intention.