ADM 2320 Chapter Notes - Chapter 14: Integrated Marketing Communications, Channel (Communications), Brand Equity
12 Dec 2018
School
Department
Course
Professor
Document Summary
Mcdonald"s i"m lovin" it: new tagline introduced in 2003, platform for global integrated marketing communications, campaign is well-recognized and well-liked worldwide, delivers a consistent message and lower costs, builds brand equity and drives sales. How consumers perceive communication: receivers decode messages differently, senders adjust messages according to the medium and receivers" traits, markets do not have control over the decoding proves because each receiver decodes the message in their own way. Is it deception to disguise the message sender: marketers use websites to promote movies and tv shows, some sites don"t identify that they are promotional tools. Is this deception: some argue that confusion and the resultant buzz are the point. Budgeting methods: many imc elements require expenses, and firms are reluctant to invest in marketing communications without some guarantee of return. The best usps stand the test of time. The message: gives reason to respond, unique selling proposition (usp): differentiating a product with its unique attributes, which.
