Chapter 14.docx

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Chapter 14 1. One major problem that the integrated marketing communication philosophy is designed to remedy is the confusion of consumers caused by a lot of commercial messages spread to them; another is the failure of companies to integrate their various communications channels. 2. I. Major parties of communication a. Sender b. Receiver II. Major communication tools a. Message b. Media III. Major communication function a. Encoding b. Decoding c. Response d. Feedback IV. Communication system a. Noise These elements are keys to a good communication 3. The marketing communicator need to know the target market’s readiness stage in order to help them become aware about the product and eventually give a response about it. One example is the Kia ad that informs the target market about their product. 4. It is appropriate for Northwestern Mutual Life Insurance Company to choose rational appeal for its life insurance products targeted to 28 to 38 year old male because most of people around this age are concern about life risks and benefits. It might also choose humor appeal because often
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