BUAD301 Lecture Notes - Lecture 4: Integrated Marketing Communications, Promotional Mix, Sales Promotion

• School: University of Delaware
• Department: Business Administration
• Course: BUAD301
• Professor: Ji Park

Document Summary

Integrated marketing communications (imc)- the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. Promotional activities include: advertising, personal selling, sales promotion, public relations, and direct marketing. Promotional mix- the combination of one or more communication tools used to. 1. ) inform prospective buyers about the benefits of the product. 3. ) remind them later about the benefits they enjoyed by using the product. The communication process: communication- the process of conveying a message to others that requires 6 elements: A source (company or person who has info to convey) A message (conveyed by a channel of communication) A channel of communication (salesperson, advertising media, public relations tools) A receiver (consumers who read, hear, or see the message) Encoding- sender of info transforms an idea into a set of symbols: decoding- receiver takes set of symbols (the message), transforms symbols into an idea.