Front | Back |
|
Tools to 1)inform and 2) Persuade (get trail) and 3) reinforce
|
|
IMC -
|
|
|
|
Source -
|
|
Message -
|
|
Channel of Communication -
|
- decodes message, who reads/sees/hears the message
|
Receivers
|
-converting into a symbolic code
|
>encoding -
|
paid mass communication, the goal is for long-term brand building, expensive
|
Advertising -
|
|
Strengths of advertising -
|
A lot of clutter, expensive, difficult to receive good feedback, measurement is not easy esp if it is long term
|
Weakness of advertising -
|
2 way communication, customized
|
Personal selling -
|
|
Strengths of Personal selling -
|
Extremely expensive per exposure, messages may differ with what salespeople say
|
weakness of Personal selling -
|
mass, no direct payment to media (unpaid), trying to generate publicity about brand/company
|
Public Relations -
|