MKTG 301 Study Guide - Final Guide: Channel (Communications), Direct Marketing, Sales Promotion

• School: George Mason University
• Department: Marketing
• Course: MKTG 301
• Professor: Gautham Vadakkepatt

Document Summary

Represents the promotion dimension of the four ps; Encompasses a variety of communication disciplines general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media in combination to provide clarity, consistency, and maximum communicative impact on its consumer elements of imc, Three elements in any imc strategy: consumers, communications, results: the consumer, the channels through which the message is communicated, the evaluation of the results of the communication. Describes how communications go from the firm to the consumer and the factors that affect the way the consumer perceives the message. The firm from which an imc message originates; the sender must be clearly identified to the intended audience originator of the message: transmitter. An agent or intermediary with which the sender works to develop the marketing communications. Marketers must remember that they do not have control over the decoding process, because each receiver decodes the message in his or her own way. the aida model,