INTEGRATED MARKETING COMMUNICATIONS Chapter 17
INTEGRATED MARKETING COMMUNICATIONS Chapter 17
MMC. TOPICS Goals of Marketing Communications Understanding the communication process Communication mix Managing communications strategy
IMC: TOPICS Goals of Marketing Communications Understanding the communication process Communication mix Managing communications strategy
Goals of marketing Communications Create Awareness? Build positive images Identify prospects Build channel relationships? Retain customers?
Goals of marketing Communications Create Awareness? Build positive images Identify prospects Build channel relationships? Retain customers?
Communication
Communication:
Key Terms in Communication Model Encode: sender puts message into words, numbers, symbols Medium: way of transmitting message Decode: receiver interprets senders message Field of experience: values, attitudes, background, context of sender/receiver Feedback; receiver's responses Noise, extraneous factors such as distraction
Key Terms in Communication Model Encode: sender puts message into words, numbers, symbols Medium: way of transmitting message Decode: receiver interprets sender’s message Field of experience: values, attitudes, background, context of sender/receiver Feedback: receiver’s responses Noise: extraneous factors such as distraction