MCS 1000 Chapter Notes - Chapter 16: Integrated Marketing Communications, Direct Marketing, Promotional Mix

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: bonafacio

Document Summary

The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing. The combination of one ore more of these communication tools is called the promotional mix. The tools mentioned can be used to: inform potential buyers about the benefits of the product, persuade them to try it, remind them later about the benefits enjoyed by using the product. Integrated marketing communications (imc) is the concept of designing marketing communications programs that coordinate all promotional activities. Communication is the process of conveying a message to others and required six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding. Encoding refers to the process of having the sender transform an abstract idea into a set of symbols. Decoding is the reverse of encoding, the process of having the receiver take a set of symbols, the message, and transform them back to an abstract idea.