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Topic 10: Engaging customers and communicating customer value: Integrated…
Topic 10: Engaging customers and communicating customer value: Integrated Marketing Communication Strategy
Communication Process
Message: The message is referred to as the information conveyed by words as in speech and write-ups, signs, pictures, or symbols depending upon the situation and the nature and importance of information desired to be sent.
Encoding is putting the targeted message into an appropriate medium which may be verbal or non-verbal depending upon the situation, time, space and nature of the message to be sent.
Sender: The very foundation of the communication process is laid by the person who transmits or sends the message.
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Feedback is the ultimate aspect of the communication process. It refers to the response of the receiver as to the message sent to him/her by the sender.
Channel Since each channel has its advantages and disadvantages, the choice of proper selection of the channel is paramount for effective communication
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Promotion Mix
Definition
the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
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