Chapter18

Chapter18 - CHAPTER 18 Promotional mix: the combination of...

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CHAPTER 18 Promotional mix: the combination of one or more communication tools (advertising, personal selling, sales promotion, public relations and direct marketing) Integrated marketing communication : designing marketing communication programs that coordinate all promotional activities to provide a consistent message across all audiences THE COMMUNICATION PROCESS Communication: the process of conveying a message to others Requires: o Source (company or person) o Message (information) o Channel of communication (salesperson, advertising media, pr tools) o Receiver (consumers who get the message) o Encoding (having the sender transform an idea into a set of symbols) and decoding (the receiver taking the symbols and transforming them back into an idea) For the message to be communicated effectively, the sender and receiver must have a mutually shared field of experience : a similar understanding and knowledge they apply to the message Response : the impact the message had on the receiver’s knowledge, attitudes or behaviors Feedback: the sender’s interpretation of the response and indicates whether the message was decoded and understood as intended Noise: extraneous factors that can work against effective communication by distorting a message or the feedback received THE PROMOTIONAL ELEMENTS 1. Advertising : any paid form of non-personal communication about an
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This note was uploaded on 02/14/2011 for the course AEM 2400 at Cornell.

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Chapter18 - CHAPTER 18 Promotional mix: the combination of...

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