SMG MK 323 Chapter Notes - Chapter 18: Integrated Marketing Communications, Impulse Purchase, Channel (Communications)
13 Jun 2018
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The communication process
Integrated Marketing Communications
● Integrated marketing communications (IMC): represents the promotion P of the four Ps
○ Encompasses variety of communication disciplines
■ Advertising, personal selling, sales promotion, public relations, direct
marketing and online marketing including social media
■ To provide clarity, consistency, and maximum communicative impact
● Sender: where the message originates from
● Transmitter: the marketing department or external agency receives the information and
transforms it for use in its role as the transmitter
● Encoding: converting the sender’s ideas into a message, which could be verbal, visual or
both
● Communication channel: the medium - print, broadcast, the internet, and so forth that
carries the message
● Receiver: person who reads, hears or sees and processes the information contained in
the message and or advertisement
● Decoding: refers to the process by which the receiver interprets the sender’s message
● Noise: interference that stems from competing messages, a lack of clarity in the
message, or flaw in the medium - poses a problem for all communication channels
● Feedback loop: allows the receiver to communicate with the sender and thereby informs
the sender whether the message was received and decoded properly
● AIDA model: suggests Awareness leads to Interest whi leads to Desire which leads to
Action
○ At each stage the consumer makes judgements about whether to take the next
step in the process
○ Also known as think, feel, do model
○ But the steps may not always follow the AIDA order; for instance, during an
impulse purchase, a consumer may feel and do before he or she thinks
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Integrated marketing communications (imc): represents the promotion p of the four ps. Advertising, personal selling, sales promotion, public relations, direct marketing and online marketing including social media. To provide clarity, consistency, and maximum communicative impact. Transmitter: the marketing department or external agency receives the information and transforms it for use in its role as the transmitter. Encoding: converting the sender"s ideas into a message, which could be verbal, visual or both. Communication channel: the medium - print, broadcast, the internet, and so forth that carries the message. Receiver: person who reads, hears or sees and processes the information contained in the message and or advertisement. Decoding: refers to the process by which the receiver interprets the sender"s message. Noise: interference that stems from competing messages, a lack of clarity in the message, or flaw in the medium - poses a problem for all communication channels.
