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

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Integrated marketing communications (imc) represents promotion, the last of the four. Communiciating with consumers: as the number of communication media has increased, the task of understanding how best to reach target consumers has become far more complex, model describes how communications go from the firm to the consumer. In the quest for innovative ways to reach consumers, some marketers have been accused of deceptive advertising: deceptive advertising: representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances. The transmitter: 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, ex. Stanley likely develops advertising materials with its ad agency and provides the materials to home depot. Such an agent or intermediary is the transmitter. Encoding: encoding: converting the sender"s ideas into a message, which could be verbal, visual, or both, ex.