MKT 100 Chapter Notes - Chapter 14: Media Planning, Unique Selling Proposition, Media Mix
28 Jun 2018
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MKT Chapter 14 - Integrated Marketing Communications
Integrated Marketing communications (IMC) - 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
Three components in any IMC strategy:
oThe consumer or target market
oThe channels or vehicles through which the message is communicated
oThe evaluation of results of the communication
Communicating with consumers
The communication process
The sender - the firm from which an IMC message originates; the sender,
must be clearly identified to the intended audience
oDeceptive advertising - a representation, omission, act or practice in
an advertisement that is likely to mislead consumers acting
reasonably under the circumstances
The transmitter - an agent or intermediary with which the sender works to
develop the marketing communications
Encoding - the process of converting the sender’s ideas into a message
(verbal and or visual)
Communication channel - the medium (print, broadcast, internet) that
carries that message
Receiver - the person who reads, hears or sees and processes the
information contained in the message or advertisement
oDecoding - the process by which the receiver interprets the sender’s
message
Noise - any interference that stems from competing messages, a lack of
clarity in the message, or a flaw in the medium; a problem for all
communication channels
Feedback loop - allows the receiver to communicate with the sender and
thereby informs the sender whether the message was received and decoded
properly
Integrated Marketing Communication Tools
Advertising - paid form of communication from an identifiable source,
delivered through a communication channel, and designed to persuade the
receiver to take some action, now or future
Personal selling - the two-way flow of communication between a buyer and
a seller that is designed to influence the buyer’s purchase decision
Sales promotions - special incentives or excitement-building programs that
encourage the purchase of a product or service (coupons, rebates, contests,
samples)
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