BU352 Chapter Notes - Chapter 14: Media Mix, Integrated Marketing Communications, The Sender
Document Summary
3 components in any imc strategy: consumer/target market, channels through which message in communicated, evaluation of results. The communication process: the sender: the firm from which an imc message originates; sender must be clearly identified to intended audiences. Advertising: a paid form of communication from an identifiable source, delivered through a communication channel and designed to persuade the receiver to take some action, now or in the future: create awareness of product and generate interest. Personal selling: the two way flow of communication between a buyer and a seller that is designed to influence the buyer"s purchase decision (face to face, videoconferencing, telephone, internet); important in b2b markets; higher cots. Sales promotions: special incentives or excitement building programs the encourage the purchase of a product of service, such as coupons, rebates, contest, free samples, and point of purchase displays. Step 1: identify target audience: target audience can be identified through research, target audience may not be current users.
