Integrated Marketing Communications Process Model

The model illustrates the marketing communications process from sender to receivers including intervening factors that affect effective communications. The model extends and provides greater sophistication to the widely accepted but simplistic Schramm communications model. Importantly, the feedback process is highlighted as is the more complex process of marketing communications messages being received and passed on by both target and non-target receivers through the 'web of social communications' utilising both face-to-face traditional communications as well as the ever burgeoning social media.This IMC PROCESS model is one of three that form a framework of integrated marketing communications which are more fully explained in the links to a Prezi presentation and a conference paper accessible through academia.edu. The other two models are IMC RABOSTIC PLANNING model and IMC WHEEL model.