ADMS 2200 Chapter Notes - Chapter 14: Integrated Marketing Communications, Guerrilla Marketing, Promotional Mix

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

Chapter 14 integrated markeing communicaions, adverising, and digital communicaions. Promoion communicaions link between buyers and sellers. Funcion of informing, persuading, and inluencing a consumer"s purchase decision. Markeing communicaions messages that deal with buyer-seller relaionships. Integrated markeing communicaions (imc) coordinaion of all promoional aciviies to produce a uniied, customer-focused promoional message. Receiver decodes, or interprets, the message and sends feedback. Throughout, noise can interfere with the transmission of the message over the channel. Aida concept steps through which an individual reaches a purchase decision: atenion, interest, desire, and acion. Adverising paid, nonpersonal communicaion through various media about a business, not-for-proit organizaion, product, or idea by a sponsor ideniied in a message that is intended to inform, persuade, or remind members of a paricular audience. Product placement form of promoion in which a marketer pays a moion picture or television program owner a fee to display a product prominently in the ilm or show.