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Integrated Marketing Communications (Marketing Communications Process…
Integrated Marketing Communications
Combines all aspects of marketing communication effort for them to work together as a joint effort for an effective communications
Marketing Communications Process
Sender
Person who initiates the message
Encoding
The message converted into symbolic form
Message
The intended meaning or purpose to be conveyed
Channel
The medium used to transmit the message
Decoding
The receiver's retranslation of the symbols into a form that he/she can understand
Receiver
The individual to whom the message is directed
Feedback
The response from the receiver to the sender that provides knowledge on whether understanding has been achieved
Promotion Mix
Promotion Tools
Advertising
Institutional advertising
Advocacy advertisements
Pioneering advertisements
Competitive advertisements
Reminder advertisements
Product advertising
Pioneering advertisement
Competitive advertisement
Comparative advertisement
Sales
Public Relation
Publicity tools
Press relations
Product publicity
Corporate communication
Lobbying
Counselling
Personal Selling
Prospecting and qualifying
Pre-approach and approach
Presentation
Handling objection
Closing the sale
Follow-up
Direct Marketing
Sales promotion
Short-term inducements of value offered to arouse interest and to encourage the purchase of good and services
Sales promotion tools
Free gifts / trial
Coupons
Sample
Trade allowances
In-store promotion
Medium of promotion
Newspaper
Radio
Television
Magazines
Outdoor media
Kiosks
Internet