Abstract
Integrated: because we combine all sorts of means. Message: clear, consistent with your image (you can't change). There is a marketing mix, but there is also a communication mix: what companies can use. (Personal selling, sales promotion, direct marketing, trade fairs, sponsorship, packaging, branding, e-market). Advertising is not personal: everybody will see the same ad.
-We will combine all this to give a UNIFIED image of the company.
Sender -> Encoding the message -> Media: a channel, a path through which they transmit the message
Feedback vs response: Feedback: have you heard about the campaign? What do you think of that?
Response: how we react after seeing the ad: Action (buy), Rejection, etc.
Feedback: how we evaluate the ad. (research after monitoring the campaign)
