MCS 1000 Chapter Notes - Chapter 16: The Sequence, Sales Promotion, Integrated Marketing Communications

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Chapter 16: integrated marketing communications and direct marketing. Promotional mix: the combination of one or more of these communications tools: advertising, personal selling, sales promotion, public relations, and direct marketing. Encoding: the process of having the sender transform an abstract idea into a set of symbols. Field of experience: similar understanding and knowledge; to communicate effectively, a sender and a receiver must have a mutually shared eld of experience: eg. cultures have differing elds of experience, so may interpret a message differently. Response: the impact the message had on the receiver"s knowledge, attitudes, or behaviours. Feedback: the communication ow from receiver back to the sender that helps the sender know whether the message was decoded and understood as intended. Advertising: any paid form of non-personal communication about an organization, food, service, or idea by an identi ed sponsor: mass, fees paid for space or time.