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Transmitter- marketing department or external agency receives the information and transforms it for use in its role. Communication channel– medium carries the message. Receiver- person who reads, hears, or sees and processes the information. Decoding- process by which the receiver interprets the sender's message. Noise-interference that stems from competing messages, or a flaw in the medium feedback loopallows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. ADIA- which suggests that Awareness leads to Interest, which leads to Desire, which leads to Action. Aided recall- consumers indicate they know the brand when the name is presented to them. Top-of-mind awareness- the highest level of awareness, occurs when consumers mention a specific brand namefirst when they are asked about a product or service. Lagged effect—a delayed response to a marketing communication campaign.Public relations- organizational function that manages the firm's communications to achieve a variety of objectives. Sales promotions- special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays.Personal selling -the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision. Direct marketing- communicates directly with target customers to generate a response or transaction.Mobile marketing- marketing through wireless handheld devices. Objective-and-task method- determines budget required to undertake specific tasks to accomplish communication objectives. Rule of Thumbs Methods- Budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted. Marketing communications managers usually state their media objectives in terms of - gross rating points (GRP)search engine marketing (SEM). impressions(the number of times the ad appears in front of the user) and the click-through rate (CTR). relevance–of ad describes how useful an ad message is to the consumer doing the search. Chapter 18 – Advertising, public relations, and sales promotionsAdvertising- paid form of communication, delivered through media from an identifiable source, about an organization, product, service, or idea, designed to persuade the receiver to take some action, now or in the future.1) Identify target audience, 2) set advertising 3) determine the advertising budget, 4) convey the message, 5) evaluate and select media, 6) create advertisements, 7) access impact.Advertising plan- subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies