COMMERCE 2MA3 Study Guide - Final Guide: Integrated Marketing Communications, Direct Marketing, Sales Promotion
27 Apr 2018
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Chapter 14: Integrated Marketing Communications
Integrated Marketing Communications:
• Represents the promotion dimension of the four Ps; encompasses a variety of
communication disciplines—general advertising, personal selling, sales promotion,
public relations, direct marketing, and digital media—in combination to provide
clarity, consistency, and maximum communicative impact.
• There are three components in any IMC strategy: the consumer or target market, the
channels or vehicles through which the message is communicated, and the
evaluation of the results of the communication.
Communicating with Consumers
• The Communication Process
• Sender
o The firm from which an IMC message originates; the sender must be clearly
identified to the intended audience.
o DECEPTIVE ADVERTISING
▪ A representation, omission, act, or practice in an advertisement that is
likely to mislead consumers acting reasonably under the
circumstances.
• Transmitter
o An agent or intermediary with which the sender works to develop the
marketing communications; for example, a firm’s creative department or an
advertising agency.
• Encoding
o An agent or intermediary with which the sender works to develop the
marketing communications; for example, a firm’s creative department or an
advertising agency.
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• Communication Channel
o he medium—print, broadcast, the Internet—that carries the message.
• Receiver
o The person who reads, hears, or sees and processes the information
contained in the message or advertisement.
• Decoding
o The process by which the receiver interprets the sender’s message.
• Noise
o Any interference that stems from competing messages, a lack of clarity in the
message, or a flaw in the medium; a problem for all communication channels.
• Feedback Loop
o Allows the receiver to communicate with the sender and thereby informs the
sender whether the message was received and decoded properly.
How Consumers Perceive Communication
• Receivers decode messages differently
• Senders must adjust messages according to the medium and receivers’ traits
Planning an IMC Campaign
1. Identify Target Audience
- Campaign success depends on how well the advertiser can identify its audience
- Research; info gathered sets tone of advertising and media selected
2. Set Objectives
- Pull Strategy
- Push Strategy
3. Determine a Budget
- Consider:
o Role that advertising plays in their attempt to meet overall promo objectives
o Expenditure vary over the PLC
o Nature of the market and the product influence the size of budget
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