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 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.

The text uses shoe companies and the advertisement to demonstrate how communication
takes place between them and their customers. Some Web sites of various shoe companies
that you can use in your class discussion are listed below.

Internet Sites of Selected Shoe Companies
Reebok (http://www.rbk.com)
ASICS (http://www.asics.com)
New Balance (http://www.newbalance.com)
Skechers (http://www.skechers.com)

Senders are companies that manufacture and sell shoes. Encoding occurs when someone
(usually the creative) takes the idea and transforms it into an attention-getting mode.
Messages travel to audiences via various transmission devices, such as a television,
billboard, Sunday paper with a coupon, or a letter to the purchasing agent of a large retail
store. Decoding occurs when the receiver’s (consumer’s) senses are touched in some way by
the message. Feedback occurs through inquiries, trips to the store, and purchases. Noise is
all of the factors that prevent the consumer from seeing the message. A classic example is
clutter, which exists when consumers are exposed to hundreds of marketing messages per
day, and most are tuned out. Figure 1.2—Displays a model of the marketing
communications process.