Professional Documents
Culture Documents
Chapter 14
Integrated Marketing
Communications
Redwan Salam
1
Chapter Content
Marketing Communication
Integrated Marketing Communication
(IMC)
Information Requirement of Potential
Buyers
Nature of the Offering
Target Market Characteristics
Communications Process
Types of Communication Channel
Setting Total Promotion Budget and Mix
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Integrated Marketing
Communications (IMC)
Integrated
Communications (IMC)
Marketing
Integrated
Communications (IMC)
Marketing
Integrated
Communications (IMC)
Marketing
Integrated
Communications (IMC)
Marketing
Integrated Marketing
Communications (IMC)
[Promotion Mix Strategies]
PUSH strategy
Producer
PULL strategy
Retailers and
Wholesalers
Retailers and
Wholesalers
Consumers
Consumers
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Communications Process
Sender
Encodi
ng
Message
Media
Decodi
ng
Noise
Feedba
ck
Senders
Field of
Respo
nse
Receivers
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Field
Receiv
er
Communications Process
Sender
the
like
Communications Process
Message is the set of language,
information or symbols the sender
transmits.
Example: Product or promotional
messages from Banglalink.
Media is the communications channels
through which the message moves from
sender to receiver.
Example: Television channel, Radio
station, Press, etc.
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Communications Process
Decoding is the process by which the
receiver assigns or converts a meaning to
the symbolized message sent by the
marketers. It depends on individual
customers
perceptions
and
understanding process.
Receiver is the party receiving the
messages sent by another party.
Example:
Individual/business
customers.
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Communications Process
Response is the reaction of the receiver
after being exposed to the message
(change of attitudes of the customers).
Feedback is part of the receivers
response communicated back to sender.
Noise is the unplanned barriers /
distortion during the communication
process, which results in the receivers
getting a different message than the one
the sender sent.
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26
Setting
the
Total
Budget and Mix
How does a company
promotion budget?
Promotion
decide
27
on
its
Setting
the
Total
Budget and Mix
Promotion