Final Exam Review(2)

Final Exam Review(2) - Response Message Feedback Decoding...

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Media RECIEVER SENDER Encoding Decoding Message Noise Feedback Response Final Exam Review Integrated Marketing Communications o Is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. o Provides clarity, consistency, and maximum impact through the seamless integration of messages Promotion o A key ingredient to marketing campaigns consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of a particular product or service by consumers or the trade. o All about communication Communication Process 1. Send – major part, the party determining and generating the message to be encoded 2. Encode – function, developing the channel for which the determined message will be sent 3. Message – major tool, the point or idea that the sender wants the consumer to interpret 4. Decode – function, the message that the consumer 5. Receiver –major party 6. Feedback - function 7. Noise – random and competing noise that may interfere with intended communication Sender – Apple Encode – TV Commercial. Message – Apple is a better, more hip system than PC Decode - target audience interprets that the message is Apple is a better more hip system than PC Receiver – the consumer who sees the commercial Feedback – actually choosing to purchase or not purchase the product based on the commercial Possible noise – other PC commercials Promotional Mix o Business Driven Program Increase sales, equity, image, personality Focused on the short term o Brand Driven Program Public relations
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o Advertising Any paid form of nonpersonal presentation and promotion ideas, goods, or services by an identified sponsor Long range, Brand o Personal Selling Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders Short range, business o Sales Promotion A variety of short-term incentives to encourage trial or purchase of a product or service Short range, business o Public Relations or Publicity A variety of programs designed to promote or protect a company’s image or its individual products Long range o Direct Marketing Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects Specific, long range o Support Promotions Both business and brand driven programs Promotional Objectives o Marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning Promotional Objectives
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This note was uploaded on 12/12/2010 for the course MKTG 425 taught by Professor Shields during the Spring '10 term at CSU Long Beach.

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Final Exam Review(2) - Response Message Feedback Decoding...

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