BU352 Chapter Notes - Chapter 14: Integrated Marketing Communications, Selena Gomez, The Sender
Document Summary
Communicating with consumers: the communication process, the sender: firm from which an imc message originates; sender must be clearly identified to the intended audience, message originates from sender, can"t have deceptive advertising that misleads consumers, ex. Sending a message to your vendor that you are having a christmas sale: the transmitter: agent or intermediary which the sender works with to develop the marketing communications, ex. Advertising in newspaper for teens when they don"t read it: feedback loop: allows receiver to communicate with sender and informing them if the message was received and decoded properly, ex. Complaints or compliments, reviews, redeeming the coupon, tweeting about the product. Inflexible: newspapers, timely and flexible, can localize, expensive in some markets, ads have short lifespan, digital, flexible and interactive, can specifically target, becoming diluted, ad may be blocked by software preventing delivery, out of home.
