MKT 300 Chapter Notes - Chapter 12: Integrated Marketing Communications, Sales Promotion
Document Summary
Communication: the process of sending and receiving messages. Promotion: the process marketers use to inform, educate, persuade, remind, and reinforce consumers through communication. Integrated marketing communication (imc): the coordination of advertising, sales promotion, personal selling, public relations, and sponsorship to reach consumers with a powerful, unified effect. Objectives of integrated marketing communications: provide information, create demand for products, communicate value, communicate product uniqueness, close the sale, build relationships and loyalty. The communication process: the message sender, presentation creation: encoding. Encoding: translating a message into terms easily understood by the target audience: message characteristics. One-sided message: a message that presents only arguments favored to the source. Two-sided message: a message that presents arguments that are unfavorable as well as favorable to the source: media. The channels through which messages are communicated. Developing the communication plan: select and understand target audiences, determine the communication objectives and select the communication mix, develop the budget.
