ADM 2320 Chapter Notes - Chapter 14: Channel (Communications), Direct Marketing, Sales Promotion

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ysabella Lee

Document Summary

: even if we have the right product, at the right price, in the right place, if consumers do not know what the product is, then it isn"t going to sell. Imc is the pro(cid:373)otio(cid:374) di(cid:373)e(cid:374)sio(cid:374) of the four p"s: uses a variety of communication methods, general advertising, personal selling. Sales promotion: public relations, direct marketing, digital media, pros and cons of imc. Pros: create synergy among different communication channels (1+1>2) Encoding: the pro(cid:272)ess of (cid:272)o(cid:374)(cid:448)erti(cid:374)g the se(cid:374)der"s ideas ti(cid:374)to a (cid:373)essage, (cid:449)hi(cid:272)h (cid:272)ould (cid:271) (cid:448)er(cid:271)al, (cid:448)isual, or (cid:271)oth. Noise may result is the message is not correctly encoded into a form that receivers understand. The pro(cid:272)ess (cid:271)(cid:455) (cid:449)hi(cid:272)h the re(cid:272)ei(cid:448)er i(cid:374)terprets the se(cid:374)der"s (cid:373)essage: allows the receiver to communicate with the sender and thereby informs the snder whether the message was received and decoded properly. Lo2: steps in planning an imc campaign: identify target audience.