Reference no: EM133515923

In chapter 13 we discussed integrated marketing communication (IMC) which is a process that marketers use to plan, develop, execute and evaluate coordinated measurable, persuasive brand communication programs over time to targeted audiences (Solomon, 2018, p. 467). Marketing communication can be explained using three different models: one-to-many model, the one-to-one model and the many to many models. The first steps in marketing communication are finding the source which wants to create the idea that they will communicate to the consumer or business, presenting the idea in the form of a message such as a Youtube video, tv commercial or door flyer. The transaction of the message through a medium to the consumers and decoding and delivering the message by the receivers and finally providing feedback to the source of the message.