ECON 1050 Lecture Notes - Lecture 16: Polskie Radio Program I, Liquid Oxygen, Integrated Marketing Communications

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silvermink81

6 Jan 2016

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Mcs 1000 chapter 16 notes: integrated marketing communications and. Promotional mix: the combination of one or more of these communication tools: advertising, personal selling, sales promotion, public relations, and direct marketing. Integrated marketing communications (imc): the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message to maximize promotional budget and impact of the communications. Communication: the process of conveying a message to others, which requires sex elements: a source, a message, a channel of communication, a receiver, and the process of encoding and decoding. Source: a company or person who has information to convey. Message: the information sent by a source to a receiver in the communication process. Channel of communication: the means of conveying a message to a receiver. Receivers: consumers who read, hear, or see the message sent by a source in the communication process. Encoding: the process of having the sender transform an abstract idea into a set of symbols.

Related Questions

Marketing Mix (4 P): Product - overall product positioning, Product positioning, Product design considerations, Scope of product line

Price pricing strategy, What is the pricing objective and strategy; skimming, penetration, market holding, cost plus, etc., Currency fluctuations/exchange rates, Inflation within the country, Government controls, Ethical consideration with the price of the product

Distribution Channels: Distribution channels to use: An established channel within the country, Must motivate the existing distribution channel to sell your product, Build your own channel

Global Digital Promotional Strategy Integrated Marketing Communication

Identify the digital IMC plan that works best for the marketing mix and strategy. Come up with a digital communication strategy and present the practical implementation of it.

What is the One Voice Communication message (copy or written slogan)?

How will you represent this message (visual)?

How will you digitally communicate your marketing message to your target market? Digital strategy for each promotional area used in your IMC.

Campaign Timeline visual representation of the integration of tactical executions in a Timeline!

Advertising Paid Media, Display Ads, Rich Media Ads, E-Mail advertisements, Text Link Ads

Sponsored Content

Public Relations Blogs/Chat/Social Media, Facebook, Twitter, LinkedIn, Youtube

Promotions: Text coupons, Online sweepstake, Online games, QR codes

Expectations: Must include a slogan, visual layouts of promotions and promotional implementation plan and calendar

ultramarinescorpion629

1. Understanding the Nature of Communication

The same process that applies to everyday communication applies to communication in the workplace. Understanding the steps in this process can help you craft more meaningful and effective messages.

Which parts of the communication process are described in the following scenario?

Helene types a brief informational update for the members of the budget committee into an e-mail message and hits âsend.â

While typing the e-mail message, Helene is engaged in .

A. idea information

B. message encoding

C. message transmission

By hitting the send icon, Helene is engaged in .

A. message transmission

B. message decoding

C. message encoding

For the communication process to be successful, the receiver must understand the information sent by the sender. Communication barriers, however, can complicate the process. Familiarizing yourself with common obstacles will make you better equipped to avoid them.

Consider this situation, and answer the questions that follow.

One of your engine lathes has broken down, and youâve contacted a local repair shop. When you go to the shop, the repairman doesnât speak English, and one of the front office employees is trying to translate. âHe says he canât fix it,â the translator says to you.

âWhat seems to be wrong with it?â you ask, and the office employee translates this question to the repairman. The repairman points at several mechanisms on the lathe and gives what appears to be a lengthy explanation of the problem. You turn to the office employee, who shrugs. âHe says itâs broken,â she says.

What communication barrier is described in this situation?

A. Differing frames of reference

B. Bypassing

C. Lack of language skills

How might you overcome this communication barrier in the future?

A. Ask simple, specific questions.

B. Speak loudly.

C. Ask for an explanatory slide presentation.

ECON 1050 Lecture Notes - Lecture 16: Polskie Radio Program I, Liquid Oxygen, Integrated Marketing Communications

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