Whoever initiates the (verbal, signed, etc.) communication process (e.g. the brand itself)

The person creating the communication (e.g. in-house or external creative department)

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 person who receives and processes the message

How the receiver interprets/gets meaning from the message (Most trouble happens here and in encoding)

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

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)

A series of mental stages that consumers are said to move through--awareness, interest, desire, action

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?

Account for lags (not everyone takes action right away), select measurement metric, rule out other factors

Help

Options

focusNode

Didn't know it?
click below

Knew it?
click below

Don't Know

Remaining cards (0)

Know

retry

shuffle

restart

0:00

Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.

Normal Size Small Size show me how

Marketing Chapter 18

Integrated Marketing and Communications

Term	Definition
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

Popular Marketing sets

Marketing mix and Marketing environment

Marketing Foundations

Marketing planning process

Growth strategy

Customer relationship management

Segmentation Targeting Positioning

Negotiation

Social media

Marketing Research

Consumer decision making process

Personal selling

The Psychology of the Traveler and Customer Service

"Know" box contains:
Time elapsed:
Retries: