COMMERCE 2MA3 Chapter 14: Chapter Fourteen — Integrated Marketing Communications
10 Feb 2017
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Document Summary
Integrated marketing communications (imc): represents the promotion dimension of the four. P"s; encompasses a variety of communication disciplines general advertising, personal selling, ales promotion, public relations, direct marketing, and digital media in combination to provide clarity, consistency, and maximum communicative impact. Sender: the rm from which an imc message originates; the sender must be clearly identi ed to the intended audience. Deceptive advertising: a representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances. Transmitter: an agent or intermediary with which the sender works to develop the marketing communications; for example, a rm"s creative department or an advertising agency. Encoding: the process of converting the sender"s ideas into a message, which could be verbal, visual, or both. Communication channel: the medium print, broadcast, the internet that carries the message. Receiver: the person who reads, hears, or sees and processes the information contained in the message or advertisement.
