[SMG MK 323] - Final Exam Guide - Comprehensive Notes fot the exam (59 pages long!)

• School: Boston University
• Department: Marketing
• Course: SMG MK 323
• Professor: Deborah Utter

Document Summary

Integrated marketing communications (imc) designing marketing activities advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing in combination to provide clarity, consistency, and maximum communicative impact. Represents the promotion p of the four ps. Imc p(cid:396)og(cid:396)a(cid:373)s (cid:396)ega(cid:396)d ea(cid:272)h of the fi(cid:396)(cid:373)"s (cid:373)a(cid:396)keti(cid:374)g (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374)s ele(cid:373)e(cid:374)ts as pa(cid:396)t of a (cid:449)hole, ea(cid:272)h of (cid:449)hi(cid:272)h offe(cid:396)s a different means to connect with the target audience. Three elements in any imc strategy: the consumer, the channels through which the message is communicated, the evaluation of the results of the communication. Most important facet is what is received: communication channel: the medium print, broadcast, internet, etc. That carries the message: receiver: person who reads, hears, or sees and processes the info contained in the message and/or advertisement. Decoding: the p(cid:396)o(cid:272)ess (cid:271)(cid:455) (cid:449)hi(cid:272)h the (cid:396)e(cid:272)ei(cid:448)e(cid:396) i(cid:374)te(cid:396)p(cid:396)ets the se(cid:374)de(cid:396)"s (cid:373)essage: noise: interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.