MKT 100 Chapter Notes - Chapter 14: Integrated Marketing Communications, The Sender, Channel (Communications)

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Integrated market communications- represents the promotion dimension of the four p"s encompasses a variety of communication disciplines-general advertising, personal selling, sales promotion, public relations, direct marketing, and digital media in combinations to provide clarity, consistency, and maximum communicative impact. The sender- the firm from which an imc message originates; the sender must be clearly identified to the intended audience. Deceptive advertising- a representation, omission, act or practice in advertisement that is likely to mislead consumers acting reasonably under the circumstances. Transmitter- an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm"s creative department or an advertising agency. Encoding-the process of converting the sender"s ideas into a message, which could be both verbal, visual or both. Communication channel- the medium-print, broadcast, the internet-that carries the message. Receiver- the person who reads, hears, or sees and processes the information contained in the message or advertisement.