BU352 Chapter Notes - Chapter 14: Videotelephony, Adwords, Google Analytics
Document Summary
Marketers must consider how to communicate value of new g/s (value proposition) to target market. Integration of elements provides firm with best means to reach target audience with desired message, and it enhances the value story by offering a clear and consistent message. Channels or vehicles through which message is communicated. Sender: firm from which an imc message originates; the sender must be clearly identified to the intended audience. Deceptive advertising: representation, omission, act, or practice in an advertisement that"s likely to mislead consumers acting reasonably under the circumstances. Transmitter: agent or intermediary with which the sender works to develop the marketing communications (e. g. firm"s creative dept. or an advertising agency) Encoding: process of converting the sender"s ideas into a message, which could be verbal, visual, or both most important facet, is what"s received. Communication channel: medium (print, broadcast, internet) that carries the message. Receiver: person who reads, hears, or sees and process information contained in message or advertisement.
