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BUS360RgChptr15Smry - North Carolina State University...

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North Carolina State University College of Management BUS 360 Marketing Methods Lesson Summary Chapter 15 Integrated Marketing Communications Defined Integrated Marketing Communications –Represents the Promotion dimension of the four Ps; encompasses various communication media to provide clarity, consistency, and maximum impact. The communication disciplines that are combined as an integrated program include: General advertising Personal selling Sales promotion Public relations Direct marketing Electronic media Communicating with Consumers Communications Process The communications process consists of the following components: Sender – Firm that originates the IMC message. It generally originates from the retailer. It must be clearly identified to the intended audience Transmitte r – The agent or intermediary that helps the sender develop marketing communications. It can be an in house creative department or an outside agency. Encoding – This is the process of converting the senders ideas into a message which can be verbal, visual or both. Communication Channel – The medium used to carry the message developed. This can be radio, television, various print advertisers or the internet. Receiver – The person, prospect, who reads, hears or sees and processes the message. Decoding – Process by which receiver interprets sender’s message. Noise – The interference that stems form competing messages or a flaw in the medium used. Feedback Loo p – Allows the receiver to communicate with the sender showing whether the message was received and decoded properly. BUS 360Rg Chapter 15 Summary Instructor: Weems
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How Consumers perceive Communication Receivers decode messages differently Senders adjust messages according to the medium and receivers traits. AIDA Model Common model of the series of mental stages consumers encounter because of marketing communications. A Attention/Awareness – A message is wasted if it does not get the audience’s attention I Interest – Once the consumer knows the product exists the communication must increase interest in the product. D Desire – The message must then create the desire to purchase the product A Action – The communication must then move the consumer from the point of desire to actually making the purchase.
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