MKTG 409 Exam 4
Integrated Marketing Communications
refer to the coordination of promotion and other marketing efforts to
ensure maximum informational and persuasive impact on customers
Communications
A sharing of meaning through the transmission of information
Source
A person, group, or organization with a meaning it tries to share with
a receiver or an audience
Receiver
The individual, group, or organization that decodes a coded message
An audience is two or more receivers
Coding Process or Encoding
A source converts the meaning into a series of signs or symbols
representing ideas or concepts
Communications channel
The medium of transmission that carries the coded message from the
source to the receiver
Decoding Process
Signs or symbols are converted into concepts and ideas.
Noise
Anything that reduces the clarity and accuracy of the communication