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Chapter 14

MKT 100 Chapter Notes - Chapter 14: Integrated Marketing Communications, Blog, The Sender


Department
Marketing
Course Code
MKT 100
Professor
Laila Rohani
Chapter
14

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Marketing: MKT100 Chapter 14 Notes
Ch. 14: Integrated Marketing Communications
Integrated Marketing Communications represents the promotion dimension of the
four P’s and encompasses a variety of communication disciplines – general
advertising, personal selling, sales promotion, public relations, direct marketing and
electronic media – in combination to provide clarity, consistency, and maximum
communicative impact.
IMC programs regard each of the firm’s marketing communications elements as part
of a whole, each of which provides a different means of connecting with the target
audience.
The 3 components to an IMC strategy are: the consumer or target market, the
channels or vehicles of through which the message is communicated, and the
evaluation of results
Communicating with Consumers
The Communication Process
The sender is the firms from which an IMC message originates; the sender must be
clearly identified to the intended audience
Deceptive advertising is a representation, omission, act, or practice in an
advertisement that is likely to mislead consumers acting reasonably under the
circumstances.
The transmitter us an agent or intermediary with which the sender work to develop
the marketing communications; for example, a firm’s creative department or an
advertising agency
Encoding is the process of converting the sender’s ideas into a message, which
could be verbal, visual or both.
The communication channel is the medium – print, broadcast, the Internet – that
carries the message
The receiver is the person who reads, hers, or sees and processes the information
contained in the message or advertisement

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Decoding refers to the process by which the receiver interprets the sender’s
message
Noise is any interference that stems from competing messages, a lack of clarity in
the message, or a flaw in the medium; a problem for all communication channels
The feedback loop allows the receiver to communicate with the sender and thereby
informs the sender whether the message was received and decoded properly
How Consumers Perceive Communication
Each receiver decodes a message in their own way, which is not necessarily the
way the sender intended
Different media communicate in different ways, so marketers make adjustments to
their messages and media depending on whether they want to communicate with
suppliers, shareholders, customers or the general public.
Integrated Marketing Communications Tools
Advertising
A paid form of communication from an identifiable source, delivered through
communication channel, and designed to persuade the receiver to take some action,
now or in the future
Mass advertising can entice consumers into a conversation with marketers
Personal Selling
The two way flow of communication between a buyer and a seller that is designed to
influence the buyer’s purchase decision
It can take place in carious settings such as face to face, video teleconferencing, on
the telephone, or over the Internet
The cost of communicating directly with a potential customer is quite high compared
to other forms of promotion, but is the best and most efficient way
Sales Promotion
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