final-IMC - Market communications are the various ways a...

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Market communications are the various ways a firm promotes their goods or services to their consumers. There are three main focuses in this strategy and they are the consumer, the channels they use to convey their message, and the ending results. Marketing communications can raise product awareness, by informing consumers that their products are out there, and can increase purchase intentions. If done correctly, marketing communications can have a large impact on firm’s sales, and can promote future growth. The first main focus of integrated marketing communications (IMC) is directed towards the consumer. Making sure that their message reaches them, and is conveyed in the same way it was intended is very crucial. If a firm spends time and energy to create a message, and it was never received by the consumer, then the effort was a lost cause, and a waste of resources. There is a procedure a firm follows to make sure they get their message out, and it consists of different components. The first component is the sender. The sender is the firm or business that came up with the idea for the message. Typically it is a store, and perhaps they are promoting a sale, or a grand opening of sorts. After their message is originated, it is given to a transmitter. This could be a marketing agency, or the companies own advertising department
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This note was uploaded on 10/18/2010 for the course BM 110 taught by Professor Arthur during the Spring '08 term at Mohawk Valley Community College.

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final-IMC - Market communications are the various ways a...

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