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Marketing Chapter 18

Integrated Marketing and Communications

TermDefinition
The sender Whoever initiates the (verbal, signed, etc.) communication process (e.g. the brand itself)
The transmitter The person creating the communication (e.g. in-house or external creative department)
Encoding Converting the sender's intended ideas into a message (words, symbols, etc.)
The communications channel How the message is sent (print, broadcast, the Internet, etc.)
The receiver The person who receives and processes the message
Decoding How the receiver interprets/gets meaning from the message (Most trouble happens here and in encoding)
Noise When encoding and decoding don't match. Could be a miscommunication (you think you got the info but you didn't or you know you didn't get the info) or could result from choosing the wrong medium
Feedback loop Ways you can understand if your message was clearly conveyed (e.g. a purchase, the use of a campaign hashtag, asking questions and testing recall, nonverbals, redemption of coupon, etc.)
Gricean Norms that people go into conversations with Quantity (you only provide necessary info), quality (you provide truthful info), relation (you provide relevant info), manner (you're concise and convey info in the best possible way)
AIDA A series of mental stages that consumers are said to move through--awareness, interest, desire, action
Problems with AIDA How do you measure awareness? (top-of-mind, unaided recall, aided recall) What's the difference between awareness and desire? Can action come before interest?
Measuring success Account for lags (not everyone takes action right away), select measurement metric, rule out other factors
Created by: ejrasmus
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