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17 Cards in this Set
- Front
- Back
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The Communication Process
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Sender
Transmitter Encoding Communication Channel Reciever Noise Feedback Loop |
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Sender
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message originates from sender, who must be clearly identified to the intended audience
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Transmitter
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Creative department, can be in house or a marketing agency, develops marketing communications
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Encoding
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Converting senders ideas into a message, could be verbal, visual, both
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Communication Channel
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medium that carries the message
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Reciever
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Person who reads, hears or sees the information on the advertisement
decoding-interprets message |
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Noise
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any interference that comes from competing messages, lack of clarity, or flaw in medium, that acts as problem for all communicastion channels
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Feedback Loop
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Allows reciever to communicate with the sender and inform the sender whether the message was recieved and decoded right
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AIDA model
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series of mental stages consumers go through from marketing communications
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A.I.D.A
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Awareness- gain attention of consumer
Interest- once aware, must increase interest level Desire- after got interest, the IMC should create a desire Action- ultimate goal is to drive reciever to action |
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Elements of an Integrated Marketing Communication Strategy
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Advertising
Personal Selling Sales Promotion Direct Marketing Public Relations Electronic Media |
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Advertising
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Paid form of communication delivered through channel, designed to persuade the reciever to take action
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Personal Selling
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2-way flow of communication between buyer and seller, designed to influence buyers purchase decision
face to face, telephone, internet..etc. |
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Sales Promotion
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incentives or excitement-building programs that encourage purchase of product or service
coupons, rebates, contests.. |
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Direct Marketing
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Sales/Promotional techniques that deliver promotional materials individually to potential customers
telephone, e-mail..etc |
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Public Relations
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Organizational function that manages the firms communications to achieve objectives, including building & maintaining positive relationships with media
cause related sponsorship event sponsorship |
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Electronic Media
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Corporate Blogs
Online Games Text Messages |
