MARK 3000 Chapter Notes - Chapter 17: Integrated Marketing Communications, The Sender, Direct Marketing

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MARK 300O Test 3
Chapter 17: Integrated Marketing Communications
1. Integrated Marketing Communications (IMC) represents the promotion dimension of
the four P’s (encompasses advertising, personal selling, sales promotion, PR, direct
marketing, and online marketing)
a. Three elements are: the consumer, the channels, and the evaluation of the results
2. Communicating with Consumers
a. The Communication Process sender, transmitter, channel, receiver
i. The Sender the firm from which an IMC message originates; must be
clearly identified to the audience
ii. The Transmitter a marketing agency or in-house creative department that
the sender works with to create marketing communications (flyers, ads)
1. Encoding converting the sender’s ideas into a message (verbal,
visual or both); not about what is sent, but what is received by the
consumers
iii. The Communication Chanel the medium (print, broadcast, internet) that
carries the message; media must be appropriate with desired recipients
iv. The Receiver the person who reads, hears, or sees and processes the
information contained in the advertisement
1. Decoding the process by which the receiver interprets the message
v. Noise any interference that stems from competing messages, a lack of
clarity in the message, or a flaw in the medium (Ex: Coke advertising in
newspapers that their audience does not read)
vi. Feedback Loop allows receiver to communicate with the sender (see if the
message was decoded properly; in form of purchase, tweet, complaint)
b. How Consumers Perceive Communication
i. Receivers decode messages differently = same message, different meanings
ii. Senders adjust messages according to the medium and receiver’s traits:
depend on whether they communicate with suppliers, shareholders,
customers, or the general public
1. Ex: Analtech reaches audience that may not have a science degree by
making YouTube videos and featuring in a CSI episode
c. The AIDA Model a series of mental stages as a result of marketing (think, feel, do)
i. Awareness
1. Brand Awareness a potential customers ability to recognize or
recall that the brand name is a particular type of retailer or product
2. Aided Recall when consumers can indicate they know the brand
when the name is presented to them
3. Top-of-mind awareness highest level of awareness; occurs when
consumers mention a specific brand name when they are asked
about a product or service (memorable name, repeated exposure)
a. Disney is a great example
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