MCS 1000 Chapter Notes - Chapter 16: Integrated Marketing Communications, Customer Experience, Direct Marketing

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

Document Summary

Promotional mix : combination of one or more of these communication tools. Advertising, personal selling, sales promotion, public relations, direct marketing. The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. Key element in a company"s customer experience management strategy. Communication: process of conveying a message to others. A source, message, channel of communication, receiver, process of encoding and decoding. Encoding: having the sender transform an abstract idea into a set of symbols. Decoding : having the receiver take a set of symbols (the message) and transform them back to an abstract idea. Response: impact that the message had on the receiver"s knowledge, attitudes or behaviours. Feedback : sender"s interpretation of the response and indicates whether the message was decoded and understood as intended. Noise: extraneous factors that can work against effective communication by distorting a message or the feedback received. Advertising, personal selling, public relations, sales promotion, direct marketing.