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Imcimplementationoftenrequiresthe

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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...
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