Chapter 17: Integrated Marketing Communications

Question 1

Integrated Marketing Communications (IMC)

Answer 1

Encompasses a variety of communication disciplines - advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media- in combination to provide clarity, consistency, and maximum communicative impact

Question 2

Sender

Answer 2

The message originates from the sender, who must be clearly identified to the intended audience

Question 3

Transmitter

Answer 3

The sender works with the creative department, whether in-house or from a marketing (or advertising) agency, to develop marketing communications. Such an agency or intermediary is the transmitter.