MARK1012 Study Guide - Final Guide: Integrated Marketing Communications, Marketing Communications, Brand Awareness
Document Summary
Imc progra(cid:373)s regard ea(cid:272)h of the fir(cid:373)(cid:859)s (cid:373)arketi(cid:374)g (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)ations elements as part of a whole, each of which offers different means to connect with target audience. Integration of elements provides firm with best means to connect with target audience with desired message and enhances value story by offering clear and consistent message: three elements of imc strategy consumer, channels through which message is. Communicating with consumers: marketing communications influence consumers from making them aware that product exists to persuading them to buy. The communication process: sender, message originates from sender must be clearly identified to intended audience, e. g. How consumers perceive communication: receivers decode messages differently, each receiver decodes message in his/her own way not necessarily the way sender intended. If user of brand may convey satisfaction. If you recently went on diet and gave up soft drink may convey optimism. Interest: once consumer is aware that company/product exists, communication must work to increase his/her interest level.
