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Chapter

COMM 296 - Class Integrated Marketing Communications


Department
Commerce
Course Code
COMM 296
Professor
Tamar Milne

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Audrey Yen
Integrated Market Communications
March 16, 11
Integrated Marketing Communication (IMC):
The promotion aspect of the four P’s
Getting the right message to the right audience through the right
media
Coordinated to deliver a clear unified message
All types of channels and medias carry the same overall message
Involves
General advertising
Personal selling
Sales promotion
Public relations
Direct marketing
Public relations
Electronic media
Community building
For:
Clarity
Consistency
Maximum communicative impact
Integrating all messages provides firm with best means to reach target
audience and enhance value through offering a clear and consistent message
3Elements of IMC Strategy
Customer Focused
Communication Channels
Results

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Customer Focused
Communication Process/Model:
Sender:
Originates here
Ex. Wants to send message that having special Fathers Day sale
Transmitter:
Works inhouse-or in marketing agency to create marketing
communication.
Ex. Providing ad material
Encoding:
Convert sender’s idea into a message
Verbal, visual, etc
The “25% off!” written in something
The symbols, colors and images you want to show
CHANNEL OF MESSAGE COMMUNICATION IS HERE (from class)
The medium in which the encoded message is presented
Ex. The newspaper, the commercial
Decoding
the process in which the receiver interprets the message
Spending lots on symbols, colors and images to make it easier for
consumers to recognize company to facilitate the DECODING
Receiver
Individuals who receives the message and processes the info
contained in it
Meant for the target customer
Noise
Anything that interferes with senders message
Competing messages
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