MKTG 341 Lecture Notes - Lecture 14: Feedback, Sales Promotion, Personal Selling
20 Dec 2014
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Document Summary
Promotional mix = the combination of one or more communication tools used to inform, persuade, or remind prospective buyers. Integrated marketing communications = concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. Communications is the process of conveying a message to others and it requires six elements: source, message, channel of communication, receiver and the process of encoding and decoding. Source may be a company or person who has information to convey. Message is the info sent by a source. Receivers: consumers who read, hear, or see the message. Encoding= process of having the sender transform an idea into a set of symbols. Decoding = process of having the receiver take a set of symbols, message, and transform the symbols back to an idea. Feedback loop consists of a response and feedback. Response is the impact the message had on the receiver"s knowledge, attitudes, or behaviors.
