BU354 Chapter Notes - Chapter 15: Media Mix, Integrated Marketing Communications, Channel (Communications)
Document Summary
Imc programs regard each of the irms markeing elements as part of a whole, each of which ofers a diferent means to connect with its target audience. Integraion of elements provide the irm with the best means to reach the target audience with the desired message, and it enhances the value of the story by ofering a clear and consistent message. Three components of any imc strategy include the consumer or target market, the channels or vehicles through which the message is communicated, and the evaluaion of results of communicaion. Sender the irm from which the imc message originates; the sender must be clearly ideniied to the intended audience. Transmiter- an agent or intermediary with which the sender works to develop the markeing communicaions; for example, a irms creaive department or an adverising agency. Communicaion channel the medium; print, broadcasts, the internet or etc. that carries the message.
