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17 Cards in this Set
- Front
- Back
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Integrated Marketing Communications (IMC) |
Is a strategic process that marketers use to plan, develop, execute and evaluate co-ordinated, measurable, persuasive marketing communications over time to targeted audiences
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Promotion Mix |
Combinations of methods used to promote a product or idea The five elements of a promotion mix are: > Advertising > Public Relations > Sales Promotion > Personal Selling > Interactive |
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sFunctions of IMC : 1 |
To persuade consumers to choose one brand over others (selective demand) "You need to drink milk as it is good for your body" |
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Functions of IMC : 2 |
To remind consumers to continue using certain products (brand loyalty) |
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Functions of IMC : 4 |
To inform consumers about new products (primary demand) |
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Functions of IMC : 3 |
To build relationships with customers Maybe by providing discounts. Foster a relationship based on the price |
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Functions of IMC : 5 |
To assist with other elements of the marketing mix (increase support offered by retailers) |
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The Communication Process |
Source > Encoding > Media Channel > Decoding > Receiver |
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Encoding |
The process of translating an idea into a form of communication that will convey meaning |
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Message |
The communication in physical form that goes from a sender to a receiver |
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Decoding |
The process by which the receiver assigns meaning to the message |
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Meduim |
A communication vehicle through which the message is transmitted to a target audience |
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Noise |
Anything that interferes with effective communication |
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Rerceiver |
The intended target audience of your communications |
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Response |
Receivers' reactions to a message |
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Feedback |
The part of the receiver's response that is communicated back to the sender. It is an incomplete depiction of their response |
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Steps In Developing an IMC Campaign |
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