Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: nications • Integrated Marketing Communications The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. IMC implementation often requires the hiring of a MarCom manager. 15 ­ 8 • Communications efforts should be viewed from the perspective of managing customer relationships over time. • The communication process begins with an audit of all potential contacts. • Effective communication requires knowledge of how communication works. The Communication Process 15 ­ 9 The Communication Process Elements in the Communication Process • Sender • Message • Media • Receiver • Noise • Encoding • Decoding • Response • Feedback 15 ­ 10 Developing Effective Communication • Step 1: Identifying the Target Audience Affects decisions related to what, how, when, and where message will be said, as well as who will say it • Step 2: Determining Communication Objectives Six buyer readiness stages 15 ­ 11 Developing Effective Communication Buyer­Readiness Stages • Awareness • Knowledge • Liking • Preference • Conviction • Purchase 15 ­ 12 Developing Effective Communication • Step 3: Designing a Message AIDA framework guides message design Message content contains appeals or themes designed to produce desired results Rational appeals Emotional appeals Moral appeals – Love, pride, joy, humor, fear, guilt, shame 15 ­ 13 Developing Effective Communication • Step 3: Designing a Message Whether or not to draw a conclusion One­sided vs. two­sided argument Order of argument presentation Message Structure: Key decisions are required with respect to three message structure issues: Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc. 15 ­ 14 Developing Effective Communication • Step 4: Choosing Media Personal communication channels Includes face­to­face, phone, mail, and Nonpersonal communication channels Includes media, atmosphere, and events Internet chat communications Word­of­mouth influence is often critical Buzz marketing cultivates opinion leaders 15 ­ 15 • Step 5: Selecting the Message Source Developing Effective Communication Highly credible sources are more persuasive A poor spokesperson can tarnish a brand...
View Full Document

This note was uploaded on 06/28/2010 for the course MKTG 00HP01 taught by Professor Himanshu during the Spring '10 term at Indiana Institute of Technology.

Ask a homework question - tutors are online