Management and Organizational Studies 2320A/B Lecture Notes - Lecture 10: Integrated Marketing Communications, Media Mix, Sales Promotion

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Alex Mc Dougall

Document Summary

It encompasses a variety of communication disciplines- advertising, personal selling, sales promotion, public relations, direct marketing, and digital media- in combination to provide clarity, consistency, and maximum communicative impact. Three components in any imc strategy: the consumer or target market, the channels or vehicles through which the message is communicated, and the evaluation of the results of communication. Consider how the level of complexity in imc strategies leads to markets to design new ways to measure the results of imc campaigns. Transmitter an agent or intermediary with which the sender works to develop the marketing communications. Encoding (cid:272)o(cid:374)(cid:448)e(cid:396)ti(cid:374)g the se(cid:374)de(cid:396)"s ideas i(cid:374)to a (cid:373)essage, (cid:449)hi(cid:272)h (cid:272)ould (cid:271)e (cid:448)e(cid:396)(cid:271)al, (cid:448)isual, o(cid:396) (cid:271)oth. Communication channel the medium that carries the message (ex. The receiver the person who reads, hears, or sees and processes the information contained in the message or advertisement: decoding (cid:396)efe(cid:396)s to the p(cid:396)o(cid:272)ess (cid:271)(cid:455) (cid:449)hi(cid:272)h the (cid:396)e(cid:272)ei(cid:448)e(cid:396) i(cid:374)te(cid:396)p(cid:396)ets the se(cid:374)de(cid:396)"s (cid:373)essage.