COMM 296 Chapter Notes - Chapter 16: Integrated Marketing Communications, Channel (Communications), Feedback

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Published on 15 Jul 2016
School
UBC
Department
Commerce
Course
COMM 296
Professor
INTEGRATED MARKETING COMMUNICATIONS
COMM 296: Introduction to Marketing Jenny Tao
- Integrated marketing communications (IMC): represents the promotion
dimension of the four Ps; encompasses a variety of communication disciplines to
provide clarity, consistency, and maximum communicative impact
(1) Identify the components of the communication process
(2) Explain the four steps in the AIDA model
(3) Describe the various integrative communication channels
- The three elements of IMC strategy:
o Consumer
Sender: the firm from which an IMC message originates; sender must
be clearly identified to the intended audience
Transmitter: an agent or intermediary with which the sender works
to develop the marking communications (i.e. advertising agency)
Encoding: the process of converting the sender’s ideas into a
message, which could be verbal, visual, or both
Communication channel: the medium that carries the message
Receiver: the person who reads, hears, or sees and processes the
information contained in the message or advertisement
o Decoding: the process by which the receiver interprets and
sender’s message
Noise: any interference that steams from competing messages, a lack
of clarity in the message, or a flaw in the medium; a problem for all
communication channels
o Causes difference in the msg between encoding and decoding
Feedback loop: allows the receiver to communicate with the sender
and thereby informs the sender whether the message was received
and decoded properly
Receivers decodes the same messages differently
Senders adjust messages according to medium and receiver’s traits
(ie. social media vs television)
AIDA model: Awareness (Think; aware of the brand) lead to Interests
(want to know more) lead to Desire (Feel; want the product) lead to
Action (Do); common model of the series of mental stages through
which consumers move as a result of marketing communications
o When making purchasing decision, consumers go through
AIDA to some degree may not necessary in that order
o Brand awareness: measures how many consumers in a
market are familiar with the brand and what it stands for;
created through repeated exposures of the various brand
elements
o Aided recall: occurs when consumers recognize a name that
has been presented to them
o Top-of-mind awareness: a prominent place in people’s
memories that triggers a response without them having to put
any thought into it
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Document Summary

The three elements of imc strategy: consumer. Sender: the firm from which an imc message originates; sender must be clearly identified to the intended audience. Transmitter: an agent or intermediary with which the sender works to develop the marking communications (i. e. advertising agency) Encoding: the process of converting the sender"s ideas into a. Communication channel: the medium that carries the message. Receiver: the person who reads, hears, or sees and processes the message, which could be verbal, visual, or both information contained in the message or advertisement: decoding: the process by which the receiver interprets and sender"s message. Noise: any interference that steams from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels: causes difference in the msg between encoding and decoding. Feedback loop: allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.

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