chapter 18

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Management (MGM)
Ingrid L.Stefanovic

INTRODUCTION Marketing Communications is all the activities and messages that inform, persuade, and influence the consumer in making a purchase decision To integrate the marketing communications plan into the total marketing mix o Sets goals and objectives that are integrated with the overall organizational and marketing plan goals o Then based on goals formulate various elements of marketing communications o Then this plan becomes an integral part of the total marketing strategy o Then receive feedback in forms of market research and field reports o Suggest improvements INTEGRATED MARKETING COMMUNICATIONS (IMC) A vast array of communication alternatives should be integrated to create greatest impact IMC looks at company information outputs from customers perspective o Includes all of the other ways customer learns about the company and product Integrated marketing communications is a comprehensive marketing communications plan that takes into consideration all the communication disciplines being used and combines them to provide clarity, consistency, and maximum communications impact o Difficult to achieve o Valid information about customers creates a good picture of their needs and makes it easier to focus and integrate all of the elements of the communication mix Information such as demographics, lifestyle, and brand preferences THE COMMUNICATIONS PROCESS Sender is source of the communications system o Seek to convey a message to a receiver Message must Gain the attention of the receiver Be understood by both the receiver and the sender Stimulate the needs of the receiver and suggest an appropriate method of satisfying these needs Message must then be encoded o Then transmitted through communications medium Decoding is the receivers interpretation of the message o Consumers dont often interpret the way the sender does o Sender must be careful to ensure that the message properly matches the target audience Receivers response is known as feedback o If the message is decoded properly, greater chance of positive feedback o May take form of attitude change, purchase, or nonpurchase Throughout the process, noise, can interfere with the transmission of the message
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