Professional Documents
Culture Documents
Communications
The Communications Process
Message
Sender Encoding Decoding Receiver
Media
Noise
Feedback Response
Marketing
Communications mix
Advertising
Direct marketing
Sales Promotion
Personal selling
PR and Publicity
Each of these has its own uses and limitations
and hence a judicious mix is employed by most
companies.
IMC Communication Tools
Direct Interactive/
Advertising Marketin Internet Marketing
g
Budget Determination
Push Pull
Wholesaler Wholesaler
Retailer Retailer
Consumer Consumer
Advertising
Catalogue Marketing
Interest
Desire
Action
T h e H ie ra rch y o f E ffe cts
m odel
Awareness
Knowledge
Liking
Preference
Conviction
Action
T h e In n o va tio n A d o p tio n
m odel
Awareness
Interest
Evaluation
Trial
Adoption
Advertising
Any
Anypaid
paidform
form of
of nonpersonal
nonpersonalcommunication
communication
about
about an
anorganization,
organization, product,
product, service,
service, idea
idea
or
or cause
cause by
byan
an identified
identified sponsor.
sponsor.