BU352 Chapter Notes - Chapter 14: Integrated Marketing Communications, Marketing Communications, The Sender
Document Summary
It encompasses a variety of communication disciplines advertising, personal selling, sales promotion, public relations, direct marketing, and digital media in combination to provide clarity, consistency, and maximum communicative impact. The message originates from the sender, who must be clearly identified to the intended audience. In the quest for innovative ways to reach consumers, some marketers have been accused of deceptive advertising, which is a representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances. The transmitter: the sender works with the creative department, whether in-house or from a marketing (or advertising) agency, to develop marketing communications. Encoding means converting the sender"s ideas into a message, which could be verbal, visual, or both: but the most important facet of encoding is not what is sent but rather what is received. The communication channel is the medium print, broadcast, the internet that carries the message.
