Management and Organizational Studies 2320A/B Chapter Notes - Chapter 14: Integrated Marketing Communications, Direct Marketing, Adwords

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Emily Chen- Bendle

Document Summary

Integrated marketing communications - represents the promotion dimension, encompassing a variety of communication disciplines (general, advertising, personal selling, sales promo, etc. ) in combination to provide clarity, consistency, and maximum communicative impact. Sender - firm from which an imc message originates; the sender must be clearly identified to the intended audience. Deceptive advertising - a representation, omission, act or practice in an advertisement that misleads consumers acting reasonably under the given circumstances. Transmitter - agent or intermediary with which the sender works to develop the marketing communications (for example, a firm"s creative department or advertising agency) Encoder - the process of converting the sender"s ideas into a message, which could be verbal, visual or both. Communication channel - the medium that carries the message. Receiver - the person who reads, hears or sees and processes the information in the message. Decoding - process by which the receiver interprets the sender"s message.