Management and Organizational Studies 3322F/G Chapter Notes - Chapter 1-4, 12: Integrated Marketing Communications, Selective Perception, Media Consumption

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Vicki Olds

Document Summary

Integrated marketing communications: the coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience. Challenge is for companies to combine the various communication disciplines into a strategy / plan. Overall goal: deliver the same message through a variety of media in order to have a synergistic impact on the target embraces the following forms of communication: Advertising: a paid-for media-delivered message by an identified sponsor to stimulate a positive response from a target audience. Good advertising influences the behaviour of that audience. >product advertising: advertising that provides info about a branded product to help build its image into the minds of consumer. >promotional advertising: advertising that communicates a specific offer to encourage an immediate response from the target audience. Direct response communications: the delivery of a message to a ta of one; the message can be distributed by direct mail, direct response tv or telemarketing.