MKTG 3104 Chapter Notes - Chapter 17: Integrated Marketing Communications, Marketing Communications, Brand Awareness
Document Summary
Integrated market communications (imc) - encompasses a variety of communication disciplines advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media in combination to provide clarity, consistency, and maximum communicative impact. Communicating with customers: the communication process. Sender firm from which imc message originates. Transmitter intermediary who the sender works with to develop the marketing communications. Encoding - means converting the sender"s ideas into a message, which could be verbal, visual, or both. Communication channel - is the medium print, broadcast, the internet, and so forth that carries the message. Receiver - is the person who reads, hears, or sees and processes the information contained in the message and/or advertisement. Decoding - the process by which the receiver interprets the sender"s message. Noise - is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.
