Both can also be influenced by noise , the extraneous factors such as distractions. This one-way model describes promotion , marketing communication designed to inform and influence customers. Too many marketers have not paid attention to the receiver's willingness and ability to decode the message. A number of marketers are using IMC to forge two-way communications. As marketers and customers exchange information, they learn more about each other.
Marketers can also monitor sources of customer input to keep the dialogue going.
They can refine communications accordingly. The dialogue of IMC can be extended to every stakeholder group. The Role of IMC in Marketing 1. Marketing in the 1990s has moved from targeting a mass market to targeting specific segments. In the past, marketers tended to use standardized, one-way communication to reach a homogeneous market.