IMC (above figure) calls for recognizing all touchpoints where the customer may encounter the company and its brands. Each brand contact will deliver a message—whether good, bad, or indifferent.To help implement integrated marketing communications, some companies have appointed a marketing communications directorwho has overall responsibility for the company’s communications efforts- make sure that the message is one and consistent overallBecause customers differ, communications programs need to be developed for specific segments, niches, and even individuals.The marketer needs to assess what influence each communication experience will have at different stages of the buying process. This understanding helps marketers allocate their communication dollars more efficiently and effectively.oSender:The party sending the message to another partyoEncoding: The process of putting thought into symbolic form—for example words, sounds, and illustrations into a TV advertisement that will convey the intended messageoMessage: The set of symbols that the sender transmits—the actual adoMedia: The communication channels through which the message moves from the sender to thereceiver—television oDecoding: The process by which the receiver assigns meaning to the symbols encoded by the sender—a consumer interprets the words and imagesoReceiver: The party receiving the message sent by another party—the customer who watches the adoResponse: The reactions of the receiver after being exposed to the messageoFeedback: The part of the receiver’s response communicated back to the sender
oNoise: The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent—the consumer is distracted while watching the commercial and misses its key points.To communicate effectively, the marketing communicator must understand the customer’s field of experience.We now examine the steps in developing an effective integrated communications and promotion program: identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, andcollect feedback.Buyer-readiness stages:The stages consumers normally pass through on their way to making a purchase, including awareness, knowledge, liking, preference, conviction, and the actual purchase.Having defined the desired audience response, the communicator then turns to developing an effectivemessage- the message should get attention, hold interest, arouse desire, and obtain action(a framework known as the AIDA model)The marketer must figure out an appeal or theme that will produce the desired response. There are three types of appeals: rational, emotional, and moral.
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