Integrated Marketing Communications Review
Chapter 1
The communication Process * The sender= the person who initiates the message * The receiver= the person whom a message is directed * The message= the verbal/ nonverbal content that must be encoded by the sender and decoded by the receiver * Noise= anything that interferes with the accurate expression or reception of a message * Feedback= the response from a receiver indicating whether a message has been received in its intended form
Effective communication has taken place when a sender’s message is fully understood by the receiver
Steps of a Marketing Plan 1. Current situational analysis 2. SWOT analysis 3. Marketing objectives 4. Target market 5. Marketing strategies 6. Marketing tactics 7. Implementation 8. Evaluation of performance
Explosion of Digital Media * Emergence of interactive web sites, blogs and social networks * Companies have shifted from traditional (such as billboards and newspapers) to digital media * Social media allows interaction from the company to the consumers
Brand Parity * Brands are being viewed as being equivalent * Shoppers will purchase within a group of accepted brands rather than choosing one specific brand. * When present= quality is not a concern and price is more important * There is a decline in brand loyalty
Customer engagement * Marketers seek to engage customers * Contact points are important * There is a two way communication * Digital media is part of the IMC strategy * They strive to develop emotional commitment * There is an emotional bond developed with the brand
Micro Marketing * In which advertising efforts are focused on a small group of highly targeted customers * Identify the appropriate media * Focuses on individuals