ADM 2320 Chapter Notes - Chapter 14: Integrated Marketing Communications, Direct Marketing, Sales Promotion
27 Nov 2017
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Communication process: it contains the seven following aspects: sender: the rm from which an imc message originates. Consumer perception of communication: there are two aspects to it: receivers decode messages di erently, senders adjust messages according to the medium and and receivers" traits. #2: event sponsorship: a popular pr tool; occurs when corporations support various activities ( nancially or otherwise), usually in the cultural or sports and entertainment sectors. Used to engage customers in a proactive dialogue. Enables marketers to tailor messages and applications since consumers share lots of personal data on social media: mobile apps: wit the advent of smartphones, apps are more popular as they can do just about anything. There are two aspects to it: the message: it provides the target audience with reasons to respond in the desired way. #4: emotional appeals: aims to satisfy consumers" emotional desires rather than their utilitarian needs.
