Summary: Fashion Retail Promotion

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• Explain Sender (source) from the communication model?

  Who is the sender? The sender is the one who deliver the information. 
  Example: all different coca cola's with the same logo. When the customer is really happy with the brand, they will buy more other things or tastes

• Explain Message from the communication model?

  The message is that what the sender brings to the customer. You have the verbal and visual message. Example: verbal message (product information) is what the teacher does and visual (chunk information) is what she is writing on the board.

• Explain the way of constructing message of the communication model?

  Supportive arguments: presents positive attributes 
  
  Refutation arguments: presents both positive and negative attributes

• Explain the Receiver from the communication model?

  Barriers to communication. 
  Selective perception: consumers trend to read carefully ads for products they are interested in
  Psychological noise: competitors advertising messages may distract consumers thoughts 
  FEEDBACK: only through feedback can the sender determine wether and how well the message has been received 

• For what is the promotion mix important?

  The tools used to achieve marketing and communication goals.

• What is integrated marketing communication & media? IMC

  IMC= integrated marketing communication involves coordinating the different promotional elements with other marketing activities

• What are the criteria for IMC program?

  Coverage
  Contribution
  Commonality
  Complementarity 
  Conformability
  Costs

• Explain the cont'd of Coverage of IMC?

  The proportion of the audience reached by communication option, as well as how much overlap exists among communication options.

• Explain the cont'd of contribution? IMC

  The inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication options

• Explain the cont'd of commonality? IMC

  The extent to which common information conveyed by different communication options shares meaning across communication options.