COMMERCE 2MA3 Chapter Notes - Chapter 14: Integrated Marketing Communications, Media Mix, Sales Promotion

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 2MA3
• Professor: Bharat L Sud

Document Summary

Regard the firms marketing communications elements as part of a whole, each of which offers a different means to connect with target audience. 3 components to imc: the consumer or target market, the channels or vehicles through which the message is communicated, and the evaluation of the results of the communication. Communication with consumers: sender: the firm from which an imc message originates; the sender must be clearly identified to the intended audience. Receivers decode messages differently: different people shown the same message will often take radically different meanings from it which may not be what the sender intended. 2- set objectives: firms need to understand the outcome they hope to achieve before they begin. Generally, when targeting consumers we use pull strategy, whereas push strategies are designed to increase demand by focusing on wholesalers, distributors, and salespeople who push products to consumers.