Chapter 15 - C hapter 15 I n tegrated M a rketing...

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Chapter 15 – Integrated Marketing Communications (IMC) I MC – Represents the promotion dimension of the 4 P’s; encompasses a variety of communication disciplines – general advertising, personal selling, sales promotion, public relations, direct marketing and electronic media – in combination to provide clarity, consistency and maximum communicative impact. IMC programs regard each of the firms marketing elements as part of a whole, each of which offers a different means to connect with its target audience. Integration of elements provide the firm with the best means to reach the target audience with the desired message, and it enhances the value of the story by offering a clear and consistent message Three components of any IMC strategy include the consumer or target market, the channels or vehicles through which the message is communicated, and the evaluation of results of communication Communicating With Consumers Communication Process Sender – The firm from which the IMC message originates; the sender must be clearly identified to the intended audience Transmitter- An agent or intermediary with which the sender works to develop the marketing communications; for example, a firms creative department or an advertising agency Encoding- The process of converting the senders ideas into a message, which could be verbal, visual, or both o Deceptive advertising – A representation, omission, act or practice in advertisement that is likely to mislead consumers acting reasonably under the circumstances Communication channel – The medium; print, broadcasts, the internet or etc. that carries the message The Receiver – The person who reads, hears or sees the information contained in the message or advertisement o Decoding – the process by which the receiver interprets the senders message. Noise – Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels
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o If there is a difference between what the sender intends to communicate and what the receivers hears, it is usually due to noise Feedback Loop – Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly o Feedback can take many forms – customers purchase, complaint or compliment etc. How Consumers Perceive Communication Receivers Decode Messages Differently – Each receiver decodes message in their own way. different people shown the same message will often take radically different meanings Senders Adjust Messages According to the Medium and Receivers Traits – Different media communicate very different messages. Marketers adjust their messages and media depending on whether they want to communicate with customers, suppliers, general public etc.
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This note was uploaded on 09/26/2010 for the course BU BU352 taught by Professor Stan during the Fall '09 term at Wilfred Laurier University .

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Chapter 15 - C hapter 15 I n tegrated M a rketing...

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