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Summary - Communication (KCOM328)
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Integrated marketing communication (IMC) can be defined as the process used to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across distinct media ch...

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Document information

  • August 19, 2024
  • 30
  • 2024/2025
  • Summary

Subjects

  • integrated marketing communication

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KCOM 328



Chapter 4
Persuasive
Communication

Ludi Koekemoer

,Aim of the chapter

1 The nature of persuasive communication

2 Communication objectives

3 The communication process

4 The ‘meaning of meaning’

5 The essence of persuasive communication, and

6 Barriers to effective communication

, Learning outcomes

1. Explain the concept of persuasive communication and discuss the
elements involved
2. Outline communication and marketing communication objectives
3. Discuss the communication effects pyramid
4. Indicate what constitutes a good communications objective
5. Describe the communications process by outlining some
communications models
6. Discuss semiotics
7. Discuss variables influencing persuasive communication
8. Discuss barriers to effective communication

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