Integrated Marketing Communications
       LEARNING OBJECTIVES
         LO1 Identify the components of the communication 
             process.
         LO2 Explain the four steps in the AIDA model.
         LO3 Describe the various integrative communication 
             channels.
         LO4
             Explain the various ways used to allocate the 
             integrated marketing communications (IMC) budget.
         LO5 Identify marketing metrics used to measure IMC 
             success. 
                                                                    18-2
                                    Coca-Cola
                                          Jochen Tack/Alamy
                                                                                  18-3
       Integrated Marketing Communications
                        Results
                        Results
                http://www.youtube.com/watch?v=XNic4wf8AYg
                                               18-4
                  Communicating with Consumers: 
                       The Communication Process
                                     Noise from the environment
            Sender              Transmitter             Communications              Receiver
             (Firm)              encodes                    channel                (Consumer)
                                 message                     (Media)                decodes 
                                                                                    message
                                               Feedback
                                                                                              18-5
        How Consumers Perceive Communication
                                             Receivers decode 
                                             Receivers decode 
                                             messages differently
                                             messages differently
                                             Senders adjust messages 
                                             Senders adjust messages 
                                             according to the medium 
                                             according to the medium 
                                             and receivers’ traits
                                             and receivers’ traits
          ©Stockdisc/Getty Images
                                                                                  18-6