MKT 201 Chapter Notes - Chapter 18: Integrated Marketing Communications, Brand Awareness, Marketing Communications

• School: University of Miami
• Department: Marketing
• Course: MKT 201
• Professor: Smita Kulkarni

Document Summary

Integrated marketing communications: each element of an integrated marketing communications (imc) strategy must have a well-defined purpose and support and extend the message delivered by all the other elements. Integrated marketing communications (imc) represe(cid:374)ts the pro(cid:373)otio(cid:374) p of the four p"s; it e(cid:374)(cid:272)o(cid:373)passes a (cid:448)ariet(cid:455) of communication disciplines such as advertising, personal selling, sales promotion, etc. in combination to provide clarity, consistency, and maximum communicative impact. The marketing department or external agency receives the information and transforms it for use in its role as the transmitter: encoding (cid:373)ea(cid:374)s (cid:272)o(cid:374)(cid:448)erti(cid:374)g the se(cid:374)der"s ideas i(cid:374)to a (cid:373)essage, (cid:449)hi(cid:272)h (cid:272)ould (cid:271)e (cid:448)er(cid:271)al, (cid:448)isual, or (cid:271)oth. Companies must select the correct medium for their target markets: the receiver the person who reads, hears, or sees and processes the information contained in the message and/or advertisement. The sender hopes that the person receiving it will be the one for whom it was originally intended.