Marketing communications Flashcards
Integrated market communications (IMC)
Integration of promotional tools and media in synergy
3 main means of communication
Linear model
2 way model
Interaction model
Stages of linear model
Source Encoding Message Decoding Reciever
Stages in 2 way model
Mass media affects only some
Majority of people influenced by opinion leaders who interpret mass media then infiltrate them through population
Interaction model
Interconnected web of communication with multiple primary and secondary sources
Marketing communications definition
a management process through which an organisation attempts to engage with its various audiences
3 elements of Marketing communications
Engagement
Audiences
Responses
Hierarchy of MC effects (6)
Awareness Liking Knowledge Preference Conviction Purchase
5 tools of the mix
Advertising Sales promotion Public relations Direct Marketing Personal selling
Advertising
Used to manage perceptions of consumers
Sales promotion
Provide additional utility to a purchase in order to increase consumer preference to consume now
Public relations
Management of stakeholder opinion using policies that act their interests to develop LR relationships
Direct marketing
All media tools that appeal directly to a consumer
Personal selling
Interpersonal communication allows for specific issues to be addressed
Paid media (6)
Broadcast Print Digital In-store Outdoor Other
