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Chapter 14

Management and Organizational Studies 2320A/B Chapter Notes - Chapter 14: Telemarketing

Management and Organizational Studies
Course Code
MOS 2320A/B

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Chapter 14 Notes
Integrated Marketing Communications
Communicating with Customers
- The Communication Process
oHow communications go from the firm to the consumer and the factors that affect the way the consumer
perceives the message
oSender – message originates from the sender; must be clearly identified to the intended audience
oTransmitter – an intermediary that works with the sender to develop the communication message
oEncoding – converting the sender’s ideas into a message
oCommunication Channel – the medium used (print, broadcast, the internet, etc.)
oReceiver – person who receives communication and processes the information. They decode the message
(interpret the sender’s message – sender wants the message to be decoded properly)
oNoise – any interference (lack of clarity of message) stems from encoding, causes issues with decoding
oFeedback Loop – allows receiver to communicate with the sender and informs the sender whether the
message was received and decoded properly. (Customer’s purchase of the item, a complaint, a
compliment, the redemption of a coupon being advertised, etc.)
- How consumers perceive communication
oHow marketing communications influence consumers; from making them aware that a product or service
exists to moving them to buy
oReceivers decode messages differently
oSenders adjust messages according to the medium and receiver’s traits
Different media communicate in very different ways so marketers make adjustments to their
messages and media depending on whether they want to communicate with suppliers,
shareholders, customers or the general public.
Kellogg’s wouldn’t send the same message to its shareholders in a targeted email as it would to its
consumers on Saturday morning TV
Integrated Marketing Communication Tools
- No single communication channel is better than another. The goal of IMC is to use them in a way that the sum
exceeds the total of the parts. There are many individual tools of IMC
- Advertising
oA 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
oTraditionally advertising has been passive and offline however these days advertising has been placed
online more and more and is interactive
Print ads in newspapers and magazines are offline, with customers simply viewing them (passive)
Banner ads, web-based contests or online coupons are all offered online and require customers to
provide some information or take some action (interactive)
Basically advertising can either be offline or online and either passive or interactive
- Personal Selling
oTwo way flow of communication between the buyer and the seller
oTelemarketing, face-to-face, etc.
oThe cost of communicating directly with a potential customer is high compared with other forms, but is
the best most efficient way to sell certain products
oCustomers can buy products without any help, but salespeople save the customer time and effort by
providing them with information. In many cases sales reps add value which makes the added expense of
employing them worthwhile
- Sales Promotions
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