Integrated Marketing Communications

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Chapter 1 Integrated Marketing Communications Communication is defined as transmitting, receiving, and processing information. The parts of a communications model are displayed in Figure 1.2. 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…show more content…
3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Stage One—Identify, coordinate, and manage all forms of external communication under one umbrella. Stage Two—Extend the scope of communication to include everyone touched by the organization so that all external
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