Class 10: IMC Flashcards
this is the 4th p! the p of promotion
!!!
why do you focus on communciation last!
because you need to know everything to get to this!
nformation for inclusion in the awareness set
◦ Persuasion to advance to the consideration / decision / choice sets
◦ Reminder to reinforce position in the decision/choice set
this is part of the evoked set
The transmission model
understand this properly!
Transmission Model:
Sender
anyone sending information
Transmission Model: encoding
everything in the ad that is not the actual message! what are the other storylines
Transmission Model: message
what is the sender trying to do? sell? raise awareness?
Transmission Model: message media
how are they sending the main message
Transmission Model: decoding
related to encoding it is the work to be done to understand the encoding
what do you need to know to understand the encoding
Transmission Model: receiver
the taret market this is the person who is going to recieve the message
no need to fully segment the market!
Transmission Model: from p of sender to p of promotion
THIS IS THE P OF PROMOTION
Transmission Model: respponse
what kind of response do we want to know?
Transmission Model: feedback
this is for market researach!!!
aided or unaided recall
Transmission Model: closed loop
the goal is to get the feedback back and continue the loop
Transmission Model: internal noise
anything that interrupts the message (too much/little encoding; to long message; anything in the loop that is affected!)
Transmission Model: external noise
idea of the things that will distract us from getting the message! things that detract our attention
Sender: Old spice corproate
ecndoing: THe story line of the pirates and how a bad smell is the standard
messsage: buy old spice; communicate benefits
media: tv advertisement
decoding: understna dthat smelling good makes you stand out; the pirates were able to smell him and it made him different
receiver: consumers of old spice
noise: internal: too much encoding- why is he riding off on. aseahorse; external: other ads
response: PEOPLE will go buy product
feedback: the feedback to give
overlay customer response model
with the consumer behaviuour stuff
COGNITIED: awareness and knowledge
Affective: liking preference
Conative: convictioin; purchase/prescribe
