click below
click below
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 |