You will prepare and submit a term paper on Marketing Decicion Making. Your paper should be a minimum of 2000 words in length.

You will prepare and submit a term paper on Marketing Decicion Making. Your paper should be a minimum of 2000 words in length. Effective market communication requires an integrated promotional system that reaches from primary producer to ultimate consumer. Communications flow to markets through long, complex channels that include manufacturers, retailers, wholesalers, consumers, agencies, and media. Each unit can break the chain or pass on the information as it sees fit. The amount and quality of information, therefore, depends on the channel. IMC's most fundamental and perhaps most challenging task is trying to reach people who can conceivably purchase a client's product. Allin (2009). explains marketing communications as "the process by which the marketer develops and presents an appropriate set of communications stimuli to a defined target audience with the intention of eliciting a desired set of responses" (p.37).

Formal channels, however, do not account for all marketing communications. Publicity, which is an integral part of many promotional campaigns and sometimes precedes the advertising and sales effort, lies outside them. Although it can be important in gaining market acceptance for products and companies, publicity, like word of mouth, is often a relatively low-grade communications channel with a high degree of interference, distortion, and noise. Marketing communications serve four basic management purposes.