Chapter Overview
    • Highly competitive global 
      marketplace.
    • Greater variety of media available
    • Emerging trends.
       • Accountability.
       • Change in roles of account 
         executives, creatives and brand 
         managers.
       • Development of alternative media.
                                                  1-2
         Integrated Marketing 
         Communications 
   Coordination and integration of 
   • all marketing communication tools
   • All parts of the company
   • Maximizes impact at a minimal cost. 
   Includes all
   • business-to-business
   • Channel
   • customer, 
   • External and internal 
    communications.
   Communication Process
     • Sender                     Noise
     • Encoding
     • Transmission                  Clutter
     device                               Jargon
     • Decoding
     • Receiver
                                                 1-4
                                                      
 A Model of the Communication Process
                      Noise                                          Noise
                                               Medium                                        Outcome
       Sender                                                                    Receiver
     Encoding                                                                   Decoding
             Message
     Feedback
                                                                                          Feedback
            Feedback: Info 
            about the outcome                            The message can suffer 
            returns to the                               distortion from jargon, 
            sender, with any                             timing, language, 
            additional noise.                            beliefs, competition, 
                                                         etc.
          Communication Mix
   Product    Price     Promotion      Place
       Advertising
                           Database Marketing
     Sales Promotions   Direct Response Marketing
                         Sponsorship Marketing
                           E-Active Marketing 
     Personal Selling         Social Media
                          Alternative Marketing
     Public Relations