COMMERCE 2MA3 Chapter Notes - Chapter 14: Search Engine Marketing, Sales Promotion, Institute For Operations Research And The Management Sciences

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

Document Summary

I(cid:374)tegrated (cid:373)arketi(cid:374)g (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374)s (cid:894)imc(cid:895): represe(cid:374)ts the pro(cid:373)otio(cid:374) di(cid:373)e(cid:374)sio(cid:374) of the four p"s" 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. Sender: the firm from which an imc message originates; the sender must be clearly identified to the intended audience. Deceptive advertising: a representation, omission, act or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances. Transmitter: an agent or intermediary with which the sender works to develop the marketing (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374)s; for e(cid:454)a(cid:373)ple, a fir(cid:373)"s (cid:272)reati(cid:448)e depart(cid:373)e(cid:374)t or ad age(cid:374)(cid:272)(cid:455). Encoding: the process of converting the senders ideas into a message, which could be verbal, visual or both. Communication channel: the medium print, broadcast, internet that carries the message. Receiver: the person who reads, hear, or sees and processes the information contained in the message or ad.