MKT 100 Chapter Notes - Chapter 1: Integrated Marketing Communications, Direct Response Television, Channel (Communications)

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Integrated marketing communications (imc) represents the promotion of the 4ps; encompasses a variety of communication disciplines general advertising, personal selling, sales promotion, public relations, direct marketing & electronic media in combo to provide clarity, consistency & max communicative impact. This integration of elements provides the firm w/ the best means to reach the target audience w/ the desired message. & enhances the value story by offering a clear & consistent message. 3 components to imc strategies: consumer/target market, communication channel & evaluation of the results of the communication. The sender: the firm from which the imc message originates; sender must be clearly identified to the intended audience. Some marketers are accused of deceptive advertising which is a representation, omission, act/practice in an ad that is likely to mislead consumers acting reasonably under the circumstances. The transmitter: an agent/intermediary w/ which the sender works to develop the marketing communications, eg. a firm"s creative department/ad agency.