Talk to Your Customers!
The coordination of marketing communication efforts to influence attitudes or behavior
§Marketing communications purpose:
§Integrated marketing communication (IMC):
Process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences
–Consumers see the variety of messages from a firm as a whole
The Communication Model
§Elements of the model:
–Source:Firm or person sending a message
–Encoding:Transmitting an idea into a form of communication that conveys meaning
–Message:Communication in physical form ...view middle of the document...