Key Terms
WHAT MARKETERS CONTROL
Sender, encoding, message, medium WHAT THEY DON'T CONTROL: decoding, feedback, noise, and the receiver's prior knowledge
WHY IT MATTERS
Consumers are reached through different channels at different times. IMC ensures they receive the same message regardles
Objectives must be
Simple, Measurable, Actionable, Realistic, Time- bound
MESSAGE FORMAT
Depends on the medium (TV uses sight + sound; radio uses sound only; print is static)
Continuous
Promotion runs year-round at a steady pace; consumer sees it consistently
Flighting
Heavy promotion for a period, then nothing; allows message to "rest" and avoids wear-out
Pulsing
Steady baseline with heavier promotion during key seasons or events
REACH
Number of consumers exposed to the message at a given time
FREQUENCY
Number of times a consumer sees the message
Advertising
Paid, nonpersonal communication from identified source
Communication Channel
Delivery mechanism from company to consumer
Continuous Schedule
Year-round promotion at steady pace Creative
Strategy
Translating message into words, images, sounds Decoding: receiver's interpretation of the message Direct Marketing: dire
IMC
Multiple promotional methods delivering one consistent message
Internet/Digital Marketing
Technology-based promotion; interactive and two-way KPIs: metrics for evaluating promotional campaign performance