The process of communication can be understood using a model usually referred to as the ‘Communication Process’ or as the ‘Encoding/Decoding’ model. The model has nine parts: source/sender, encoding, message, media channel, decoding, receiver, and response, noise and feedback.
The Communications Process: Encoding and Decoding Find Out More...
What is Advertising?Advertising is one of the forms of promotion or marketing communications used by organizations. Advertising can be defined as any paid form of communication between an organization and the marketplace, which promotes the products, services or the organization itself.Advertising is a very common form of promotion, used by almost all types of organizations:
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When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the sales/promotion era of marketing.)For most of
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One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000).The four stages model of integrated marketing communications (IMC)As can be seen in the model, the four stages are:Tactical coordination of marketing communicationsRedefining the scope
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What is meant by “execution” in an advertising sense?In advertising and communication programs, one of the challenges is to execute a good creative idea.Marketing students sometimes have difficultly understanding how an idea may or may not be executed well.This is because, in theory, once a creative campaign has been planned out, its execution should be
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