Ch 17 Integrated Marketing Communciations - Test 3 MARK

communication process - sender

origin of message

ex of communication process - sender

chic fil a

communication process - transmitter

marketing dept of agency partner

ex of communication process - transmitter

McCann NYC

communication process - channel

medium transmitting message

ex of communication process - channel

ESPN

communication process - receiver

consumer target who sees/hears mesasge

ex of communication process - receiver

people

communication process - noise

interference impacting how message is received

communication process - feedback

receiver can tell sender if message was received & decoded as intended

brand awareness - top of mind

shows higher level of awareness where consumer mentions a brand of product or service

ex brand awareness - top of mind

“name a grocery store” “publix”

brand awareness - aided recall

refers to a consumers recognition of brand after the name is said

ex brand awareness - aided recall

“are you familiar with the grocery store Publix”

AIDA Model - Awareness

aided recall & top of mind

AIDA model - interest

once consumer is aware product exists, marketing communication must work to increase consumer interest

AIDA model - desire

once firm identifies interested consumers, goal should be to move customers from “i like” to “i want”

AIDA model - action

any form of communication to drive receiver to action

ex AIDA model - action

short term offers, promotional pricing

lagged effects

delayed response to a piece of marketing communication