Chapter 14 Integrated Marketing Communications.docx

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Management and Organizational Studies
Management and Organizational Studies 2320A/B
John White

Chapter 14 Integrated Marketing Communications Integrated Marketing Communications Represents the promotion dimension of the four Ps encompasses a variety of communication disciplinesgeneral advertising personal selling sales promotion public relations direct marketing and electronic mediain combination to provide clarity consistency and maximum communicative impact There are three components in any IMC strategy the consumer or target market the channels or vehicles through which the message is communicated and the evaluation of the results of the communication Communicating with Consumers The Communication Process The SenderSender The firm from which an IMC message originates the sender must be clearly identified to the intended audienceDeceptive Advertising A representation omission act or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances The TransmitterTransmitter An agent or intermediary with which the sender works to develop the marketing communications for example a firms creative department or an advertising agency EncodingEncoding The process of converting the senders ideas into a message which could be verbal visual or both The Communication ChannelCommunication Channel The mediumprint broadcast the Internetthat carries the message The ReceiverReceiver The person who reads hears or sees and processes the information contained in the message or advertisementDecoding The process by which the receiver interprets the senders message NoiseNoise 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 Loop1
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