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Chapter 17

BUS 346 Chapter 17: Integrated Marketing Communications

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Cal Poly San Luis Obispo
BUS 346
Jason Varley

Integrated marketing communications (IMC): represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media in combination to provide clarity, consistency, and maximum communicative impact Communicating with Consumers The Communication Process o Sender: the firm from which an IMC message originates; the sender must be clearly identified to the intended audience o Transmitter: an agent or intermediary with which the sender works to develop the marketing communications; for example, a firms creative department or an advertising agency o Encoding: the process of converting the senders ideas into a message, which could be verbal, visual, or both o Communication channel: the medium print, broadcast, the internet that carries the message o Receiver: the person who reads, hears, or sees and processes the information contained in the message or advertisement o Decoding: the process by which the receiver interprets the senders message o Noise: any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels o Feedback Loop: allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly How Consumers Perceive Communication o Receivers Decode Messages Differently o Senders Adjust Messages According to the Medium and Receivers Traits The AIDA Model: A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action o Awareness Brand awareness: measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firms communications to consumers Aided recall: occurs when consumers recognize a name (e.g., of a brand) that has been presented to them
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