Textbook Notes (363,140)
Canada (158,217)
Administration (1,246)
ADM2320 (142)
Chapter 14

ADM2320 Chapter 14

6 Pages
Unlock Document

University of Ottawa
Marzena Cedzynski

Chapter 14 Integrated Marketing Communications Integrated marketing communications (IMC): represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines – general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media – in combination to provide clarity, consistency, and maximum communicative impact. Communicating with Consumers The Communication Process  Sender: the firm from which an IMC message originates; the sender must be clearly identified to the intended audience. o Deceptive advertising: a representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances.  Transmitter: an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm’s creative department or an 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–print, broadcast, the Internet – 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 the sender’s message.  Noise: any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels.  Feedback loop: allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. How Consumers Perceive Communication  Receivers decode messages differently o The sender has little, if any, control over what meaning any individual receiver will take from the message.  Senders adjust messages according to the medium and receivers’ traits o Different media communicate in very different ways, so marketers make adjustments to their message and media. Integrated Marketing Communication Tools  Advertising: a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future.  Personal selling: The two-way flow of communication between buyer and a seller that is designed to influence the buyer’s purchase decision.  Sales promotion: special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays. Direct Marketing  Direct marketing: marketing that communicates directly with target customers to generate a response or transaction. o Direct mail/email: a targeted form of communication distributed to a prospective customer’s mailbox or inbox. o Catalogues o Direct response TV o Kiosks Public Relations  Public relations: the organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavourable stories or events, and maintaining positive relationships with the media. o Cause-related marketing: commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit; a type of promotional campaign. o Event sponsorship: a popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors. Electronic Media  Electronic media: tools ranging from simple website content to far more interactive features such as corporate blogs, online games, text messaging, social media, and mobile apps. o Websites o Text messaging o Blogs o Social medias o Online games o Mobile apps Steps in Planning an IMC Campaign 1. Identify Target2. Set Objectives 3. Determine 4. Convey 5. Evaluate and 6. Create 7. Assess Impact Audience Budget Message Select Media Communication 1. Identify Target Audience  The success of an advertising campaign depends on how well the advertiser can identify its target audience.  Some advertising messages also may be directed at portions of audiences who are not part of the marketer’s target market. 2. Set Objectives  Firms need to understand the outcomes they hope to achieve before they begin.  Campaign objectives are derived from the overall objectives of the marketing program and clarify the specific goals that the ads are designed to accomplish.  All marketing communications aim to achieve certain objectives: to inform, persuade, and remind customers.  Advertising plan: a section of the firm’s overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful.  Pull strategy: designed to get consumers to pull the product into the supply chain by demanding retailers carry it.  Push strategy: designed to increase demand by focusing on wholesalers, distributors, or salespeople, who push the product to consumers via distribution channels. 3. Determine Budget  Objective-and-task method: an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objective, choosing media, and determining costs. o It can be difficult to identify the specific tasks that will achieve the obj
More Less

Related notes for ADM2320

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.