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Marketing Chapter 17 Notes

Marketing Chapter 17 Notes - Chapter 17 Integrated...

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Chapter 17 – Integrated Marketing Communications I. IMC a. Integrated marketing communications (IMC) represents the Promotion P of the four Ps. i. It encompasses a variety of communication disciplines—general advertising, personal selling, sales promotion, public relations, direct marketing, electronic media, and community building in order to provide clarity, consistency, and impact. II. Communicating with Consumers a. The Communication Process i. The Sender 1. The message originates from the sender , who must be clearly identified to the intended audience ii. The Transmitter 1. The sender works with a creative department (in house or an agency), the transmitter , to develop marketing communications iii. Encoding 1. Encoding means converting the sender’s ideas into a message, which could be verbal, visual, or both iv. The Communication Channel 1. The communication channel is the medium—print, broadcast, internet— that carries the message v. The Receiver 1. The receiver is the person who reads, hears, or sees and processes the information contained in the message and/or advertisement. Decoding refers to the process by which the receiver interprets the message vi. Noise 1. Noise is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium, and it poses a problem for all communication channels vii. Feedback Loop
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1. The feedback loop allows the receiver to communicate with the sender and inform the sender whether the message was received and decoded properly b. How Consumers Perceive Communication i. Receivers Decode Messages Differently 1. Each receiver decodes a message in his or her own way ii. Senders Adjust Messages According to the Medium and Receivers’ Traits 1. Different media communicate in very different ways, so marketers make adjustments to their messages and media depending on whether they want to communicate with suppliers, shareholders, customers, or the general public, as well as the specific segments of those groups.
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