BU352 Lecture Notes - Lecture 14: Unique Selling Proposition, Justin Bieber, Sales Promotion
Document Summary
Imc is the promotion dimension of the 4 p"s. Uses a variety of communication methods (all done in combination): All promotions should be same representation of brand and all variety of communication should give same message (integration) Sender: encodes message in certain form then transmits message through medium channel. Decoding perceptual screen marketers need to know how to jump perceptual screen so consumers can properly and easily understand the message. No feedback = sender doesn"t know how well they conveyed the message. Physical: e. g. sounds of cars and construction disturbing my understanding/decoding of message. Psychological: when you"re lost somewhere else/thinking of something else; as receivers, we"re not able to decode the message properly b/c we"re mentally somewhere else. Noise can impact both encoding and decoding. Imc campaign: one message: identify target audience. Campaign success depends on how well the advertiser can identify its target audience.
