Integrated Marketing Communications (chap. 12)

-communication-process of sending and receiving messages
-promotion-process whereby marketers inform, educate, persuade, remind and reinforce consumers through communication
-IMC-coordination of advertising, sales promotion, personal selling, PR and sponsorship to reach consumers with a powerful effect in the market

Sender needs to have:
1) expertise
2) trustworthiness
3) attractiveness (appeal)

-translating a message into terms easily understood by the target audience

-one sided message-message that presents only arguments favorable to the source
-two sided message-message that presents arguments that are unfavorable as as favorable to the source

-personal selling-face to face or other individual communication between a buyer and seller
-advertising-paid communication through non personal channels
-sales promotion-communication designed to stimulate immediate purchase using such tools as coupons, contests and free samples
-PR-unpaid promotion designed to present the firm and its products in a positive light in the buyers mind
-sponsorship-exchange of money in return for a public association with an event

-pull strategy-attempt to influence consumers directly so they will "pull" the product through the distribution channel
-push strategy-communication to distribution channel members, which in turn will promote or "push" the product to the end user
-push pull strategy-marketing directly the to channel and to the consumer or end user
-one step communication-communication in which all audience members are simultaneously exposed to the same marketing message
-opinion leaders-influential member of a target audience who first screens messages sent by marketers
-multiple step communication-comm. in which opinion leaders filter messages and modify positively or negatively their effect on the rest o the group