BU354 Chapter Notes - Chapter 14: Blog, Search Engine Marketing, Direct Response Television
Document Summary
3 components: the consumer or target market, the channels or vehicles through which the message is communicated, and the evaluation of the results of the communication. Sender: the irm from which an imc message originates; the sender must be clearly identiied to the intended audience. Deceptive advertising: a representation omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonable under the circumstances. Transmitter: an agent or intermediary with which the sender works to develop the marketing communications; for example, a irms creative department or an advertising agency. Encoding: the process of converting the sender"s ideas into a message, which could be verbal, visual, or both. Communication channel: the medium- print, broadcast, the internet- that carries the message. Receiver: the person who reads, hears, or sees and processes the information contained in the message or advertisement. Decoding: the process by which the receiver interprets the senders message.