,SOLUTION MANUAL FOR INTERGRATED ADVERTISING,
PROMOTION AND MARKETING COMMUNICATION 9TH
EDITION BY KENNETH E CLOW, DONALD BAACK
1
Integrated Marketing Communications
CHAPTER OBJECTIVES
Students should be able to answer the following questions:
1.1 How does communication take place?
1.2 What is an integrated marketing communications program?
1.3 Which trends are affecting marketing communications?
1.4 What are the components of an integrated marketing communications program?
1.5 What is meant by GIMC?
OVERVIEW
,Advertising and promotion face a rapidly shifting
landscape. A decline in traditional media viewing
combined with a dramatic rise in internet usage and
the use of social media have created a new order.
Effective advertising and marketing campaigns often
now involve more than one well-made commercial
because such a wide variety of media is available.
Current advertising and marketing methods range
from simple stand-alone billboard advertisements to
complex, multilingual global websites.
Lending Tree
Doug Lebda asked this question: Why not put mortgage
lenders and borrowers together on a common site, where
borrowers could shop for the ideal loan and lenders would
be able to track ideal candidate for mortgages? As a
result, Lending Tree was born.
Originally, distrust of the internet was a challenge. Then,
competition entered. To meet these obstacles, a complete
integrated marketing communications program was built.
Results have been impressive. Lending Tree ranks among the
top 100 in a recent Fortune 500 list of the fastest-growing
companies.
Questions for Students:
1. Do you recall the marketing communications sent out
by Lending Tree? What did you think of them?
2. How can Lending Tree stand out from competitors
offering a similar type of service?
3. Do you think using social media be effective for
Lending Tree? Why or why not?
This chapter explains the nature of an integrated
advertising and marketing communications program.
, First, communication processes are described. Understanding
how communication works builds the foundation for an
integrated marketing program.
Also, the trends affecting marketing communications are
noted.
Next, an integrated marketing communications program is
described.
Finally, the integrated marketing communications process is
applied to global or international operations, creating a
globally integrated marketing communications (GIMC)
program.
Objective 1.1: How does communication take place?
The Nature of Communication
Communication is defined as transmitting, receiving, and processing information. The parts
of a communications model are displayed in Figure 1.1. Components that should be
discussed include:
Sender—the person(s) attempting to deliver a message
or idea
Encoding processes—the verbal (words, sounds) and
nonverbal (gestures, facial expression, posture) cues
that the sender utilizes in dispatching the message
Transmission device—all of the items that carry the
message from the sender to the receiver
Decoding—takes place when the receiver employs any
set of his or her senses (hearing, seeing, feeling,
etc.) in the attempt to capture the message
Receiver—the intended audience for a message
Feedback—information the sender obtains from the
receiver regarding the
receiver’s perception or interpretation of a message
Noise—anything that distorts or disrupts a message
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