Final Exam Study Guide

FINAL EXAM

Comprehensive

CHAPTER SEVENTEEN 17 - IMC

*Integrated Marketing Communications - represents the promotion dimension of the four P’s;encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media - in combination to provide clarity, consistency, and maximum communicative impact

Sender - The firm from which an IMC message originates; the sender must be clearly identified to the intended audience

Transmitter - an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm’s creative department or an advertising agency

Encoding - The process of converting the sender’s ideas into a message, which could be verbal, visual or both

Communication Channel - The medium - print, broadcast, the internet - that carries the message

Receiver - the person who reads, hears, or sees and processes the information contained in the message or advertisement

Decoding - the process by which the receiver interprets the sender’s message

Noise - any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels

Feedback Loop - allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly

*AIDA Model - model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which leads to Desire, which leads to Action

Awareness - Think

Interest -

Desire - Feel

Action - Do

Brand Awareness - how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, charter, packaging, or slogan) in the firm’s communications to consumers

*Aided Recall - occurs...