ch_01 - 1 Integrated Marketing Communications Chapter...

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RETL369 1-1 Chapter Overview Highly competitive global marketplace – clear communication needed using various media Communication processes Integrated marketing communications Global integrated marketing communications Integrated Marketing Communications 1
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RETL369 1-2 Global Marketplace Cluttered market conditions and fierce competition in a rapidly changing environment Increased importance of clear communications w/ customers about your offerings using wide variety of media – traditional, electronic, mobile, alternative media
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F I G U R E 1 .1 Communication Process Transmitting, receiving, and processing information Company Advertising (graphics, catchy phrases) Medium (TV, radio, Magazine, billboard, flyer, newspaper, etc,) Customer’s sensory response Customer Purchases, visits, complaints, questions, etc.
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RETL369 1-4 F I G U R E 1 . 2 Examples of Communication Noise Talking on the phone during a commercial on television. Driving while listening to the radio. Looking at sexy model in a magazine ad and ignoring the message and brand. Scanning a newspaper for articles to read. Talking to a passenger as the car passes billboards. Scrolling past Internet ads without looking at them. Annoyed by ads appearing on a social media site. Ignoring tweets on Twitter because they are not relevant. Offended by the message on a flyer for a local business.
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Advertising Clutter Most common form of noise When receivers are exposed to many different messages in one day, some messages get tuned out. How many ads were you exposed to
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This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

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ch_01 - 1 Integrated Marketing Communications Chapter...

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