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

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

The 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 verbal, visual, or both. The communication channel: the medium- print, broadcast, the internet- that carries the message. Unique selling proposition (usp): a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign: the appeal: logos (logical), ethos (ethical), and pathos (emotional) Rational appeals: helps consumers make purchase decision by offering factual information; focuses on consumers" sense of reasoning and logic. Continuous advertising schedule: runs steadily throughout the year and therefore is suited to products/services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising. Flight advertising schedule: periods of heavy advertising followed by periods of no advertising.