09Nov2017 Mkt 220 Ch. 17: Integrated Marketing Communications (IMC) *Course will finish at Thanksgiving, unless taking the Final Exam* Promotion- Communication to build and maintain relationships by informing and persuading one or more audiences. Source- Person, group, or organization that has information it wants to share. Coding Process- Where the source converts meaning to a series of signs. (Source’s development of a message) Communications Channel (Medium of Transmission)- entity that carries the source’s message. (how is it provided to us) ex. Radio, TV, Flyers, Word of mouth, Brands on clothes Decoding Process- Receiver’s determination of the message. Receiver or Audience- Individual, group or organization that decodes the message. (Not always in the market) Feedback- Receiver’s response to the Source’s Message Noise- Anything that reduces the message’s clarity or accuracy. Reduces communication between source and receiver. (Can occur at any time during the process) ex. Controversy, Objectives of Promotion 1) Create Awareness 2) Stimulate Demand Coding Process Source Communications Channel Decoding Receiver/ Noise Feedback
a) Primary Demand- demand for a product category rather than a specific brand. Ex. Got Milk? 3) Encourage Product Trial 4) Identify Prospects 5) Retain Loyal Customers 6) Combat Competitive Promotional Efforts (Coke vs. Pepsi) 7) Reduce Sales Fluctuations Promotion Mix 1) Advertising- Paid form of non-personal communication about an organization and its products that is transmitted to a target audience through a mass medium.