Textbook Notes (368,123)
Canada (161,661)
York University (12,802)
Marketing (116)
MKTG 2030 (84)
Chapter 12

Marketing 2030 Chapter 12.docx

4 Pages
Unlock Document

MKTG 2030
Linda Reeser

CHAPTER 12Tailoring Marketing Communications to Customers o Promotion The coordination of a marketers communications efforts to influence attitudes or behaviour toward a product or service o Marketing Communications Informing consumers and customers about the relative value of products and developing trust and other relational bonds that facilitate ongoing exchange relationshipso CommunicationInforms consumers about new goods and services and where they can obtain it Remind customers to continue using the products Persuade consumers to choose one product over others Create complex brand images and identities in the minds of consumers Build relationships with customersCommunications StrategyIntegrated Communications Strategy o Coordinating Communications Messages Integrated Marketing Communications IMC IMC is the practice of unifying all marketing communication tools and corporate and brand messages to communicate in a consistent way to and with stakeholder audienceso The Emerging IMC Perspective Focus on customers need for communications Rely on the use of a customer database Strive to send consistent messagesRoadblocks to IMCo People are reluctant to change Communications TheoryThe Communications Modelo Communication Model The elements necessary for meaning to be transferred from a sender to a receivero Encoding The process of translating an idea into a form of communication that will convey meaning o The Source The organization or individual that sends the messageo The Message The communication in physical form that goes from a sender to a receiver AIDA Model Communication goals of Attention Interest Desire and Action Type of Appeal Rational Emotional Structure of Appeal Supportive arguments One Sided Argumentso The Medium A communications vehicle through which a message is transmitted to a target audienceo Decoding by the Receiver Receiver The organization or individual that intercepts and interprets the message Decoding The process by which a receiver assigns meaning to the messageo Noise Anything that interferes with effective communication o Feedback Receivers reactions to the message
More Less

Related notes for MKTG 2030

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.