CHAPTER 18 - CHAPTER 18: Integrated Marketing...

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CHAPTER 18: Integrated Marketing Communications and Direct Marketing PROMOTION represents the 4 th element in the marketing mix. Promotional mix : communication tools including advertising, personal selling, sales promotion, public relations, and direct marketing. 1. Inform prospective buyers about the benefits of the product 2. Persuade them to try it 3. Remind them later about the benefits they enjoyed by using the product. Integrated Marketing Communications : the concept of designing marketing communications programs that coordinate all promotional activities – advertising, personal selling, sales promotion, public relations, direct marketing – to provide a consistent message across all audiences (a key element in a company’s customer experience management strategy). The Communication Process: Communication : the process of conveying a message to others and it requires six elements: o Source – may be a company or person who has information to convey o Message – the information sent by a source o Channel of communication – how message is conveyed; salesperson, advertising media, or public relations tools. o Receiver – consumers who read, hear, or see the message o The process of encoding and decoding Encoding : the process of having the sender transform an idea into a set of symbols. Decoding : the process of having the receiver take a set of symbols, the message, and transform the symbols back to an idea. (the reverse) Done by the receivers according to their own frame of reference: their attitudes, values, and beliefs. Ex: Hummer ad – HUMMER is the sources, advertisement is the message. Field of experience : a similar understanding and knowledge that a sender and receiver apply to a message. \ o Response : the impact a message had on the receiver’s knowledge, attitudes or behavior.
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o Feedback : the sender’s interpretation of the response and indicates whether the message was decoded and understood as intended. o Noise : includes extraneous factors that can work against effective communication by distorting a message or the feedback received. Simple error – printing mistake that affects the meaning of a newspaper advertisement or using words or pictures that fail to communicate the message clearly; misinterpretation. The Promotional Elements: Advertising : any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. o The paid aspect is important because the space for the advertising message normally must be bought. o Exception: public service announcement. o Nonpersonal aspect – mass media (TV, radio, and magazines) are nonpersonal and do not have an immediate feedback loop as does personal selling. o
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This note was uploaded on 10/04/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Spring '08 term at Virginia Tech.

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CHAPTER 18 - CHAPTER 18: Integrated Marketing...

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