ADM 2320 Chapter Notes - Chapter 14: Media Mix, Ikea, Mass Media

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Marzena Cedzynski

Document Summary

Integrated marketing communications: represents the promotional dimension of the four p"s. Encompasses a variety of communication disciplines (general advertising, personal selling, sales promotion, public relations, direct marketing) in combination to provide clarity, consistency, and maximum communicative impact. 2- the channels or vehicles used to communicate message. 3- evaluation of the results of the communication. The sender: firm from which an imc message originates. must be clearly identified to the intended audience. Deceptive advertising: representation, omission, act or practice in an advertisement likely to mislead consumers acting reasonably under circumstances. The transmitter: agent or intermediary with which the sender works to develop the marketing communications. (creative department, advertising agency. ) Encoding: the process of converting the sender"s ideas into a message. The communication channel: the medium that carries the message (print, broadcast, internet) Receiver: the person who sees and processes the information contained in the ad or message. Decoding: process by which the receiver interprets the sender"s message.