Chapter 18 Integrated Marketing Communications and Direct Marketing

Chapter 18 Integrated Marketing Communications and Direct Marketing

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Chapter 18 Integrated Marketing Communications and Direct Marketing THE COMMUNICATION PROCESS Communication-process of conveying a message to other and requires 6 elements: -source -message -channel of communication -receiver -process of encoding and decoding 1. Encoding and Decoding a. Encoding- is the process of having the sender transform an idea into a set of symbols b. Decoding-is the reverse, or the process of having the receiver take a set of symbols, the message, and transform them back to an idea i. Decoding is performed by the receivers according to their own frame of reference: their attitudes, values, and beliefs c. For the message to be communicated effectively, the sender and receiver must have a mutually shared field of experience i. A similar understanding and knowledge they apply to the message 2. Feedback a. Response- is the impact the message had on the receiver’s knowledge, attitudes, or behaviors b. Feedback- the sender’s interpretation of the response and indicates whether the message was decoded and understood as intended 3. Noise a. Includes extraneous factors that can work against effective communication by distorting a message or the feedback received THE PROMOTIONAL ELEMENTS 1. Advertising- is any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor a. Fees paid for space or time b. Efficient means for reaching large numbers of people c. High absolute costs d. Difficult to receive good feedback e. Mass 2. Personal Selling- the two way flow of communication between a buyer and seller, designed to influence a person’s or group’s purchase decision a. Fees paid to salespeople as either salaries or commissions
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Chapter 18 Integrated Marketing Communications and Direct Marketing

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