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