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Marketing FINAL

Ch. 17

TermDefinition
What is integrated marketing communications? incentives,communications, and connections
AIDA Model awareness, interest, desire, action model of the series of mental stages which consumers go through as a result of marketing communications
Communication Process Sender / Source, Transmitter, Encoding, Communications Channel, Receiver
Sender / Source firm from which the message originates ---> must be clearly identified to the intended audience
Transmitter agent / intermediary with which the sender works to develop the marketing communications
Encoding converting the sender's ideas into a message --> verbal, visual, or both
Communications Channel medium that carries the channel; print, broadcast, internet, etc.
Receiver person who reads, hears, or sees and processes the info contained in the message
Other Parts of the Process Includes... Decoding; receiver interprets the sender's message Noise; interference from competing messages, lack of clarity, or flaw in the medium Feedback; lets the sender know if the message was received + decoded properly
Awareness gaining attention; measures how many consumers are familiar with a brand --> "I know of it."
Interest investigate; increase interest to persuade them into investigating --> "I like it."
Desire make the consumer want the product --> "I want it."
Action take action by searching or buying the product --> "I bought it."
Tools / Channels of IMC Advertising, PR, Sales Promotion, Personal Selling, Direct Marketing
Media Types Paid Media, Owned Media, Earned Media
Paid Media banner ads, sponsored posts, search engine advertising
Owned Media websites, blogs, social media presence
Earned Media media coverage, social media posts, word of mouth, search engine optimization
Creative Brief 1st Questions What is the problem to be solved by communication? - inform, persuade, connect, remind?
When to use advertising? best for creating awareness + generating interest; to large groups
When to use PR? creating awareness through generating free media attention through activities relative to brand
When to use sales promotion? to get people to act right now
When to use personal selling? use it in high risk, high cost situations
Pull Strategy goal is to get consumers to pull the product through the marketing channel by demanding it
Push Strategy increase demand by motivating sellers to highlight the product and push it onto consumers
Created by: Zetiris
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