BU352 Chapter Notes - Chapter 14: Integrated Marketing Communications, Feedback, Channel (Communications)
Document Summary
Sender: message originates from sender (company), clearly identified to audience, don"t do deceptive advertising (from fake sender) Transmitter: person who helps get message out properly (ad agency, marketing department) Encoding: converting sender"s idea into message, decide if verbal, visual or both. Communication channel: medium that carries message. Receiver: person who reads hears or sees and processes information in message, decodes. Interference that stems from competing messages, lack of clarity, flaw in medium. Feedback loop: allows receiver to communicate with sender, informs sender whether message received and decoded properly. Make adjustments depending on who trying to reach (shareholders, target audience, kids, adults, etc) (adjust medium tv, email) Designing a successful imc campaign requires a great deal of planning. Ideal for reaching large audiences (mass), not unique: niche: more focused and reach narrower segments with unique characteristics or interests. Advertising: creates awareness of product or service and generates interest.
