Management and Organizational Studies 3321F/G Chapter Notes - Chapter 8: Pk Machine Gun, Permission Marketing, Communication Source

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Persuasion involves an active attempt to change attitudes. Communication: transmission of a message from a sender to a receiver. Interpersonal communications: communications that occur directly between people. Interactive communications: a two-way effect among consumers and media. Communications model specifies that a number of elements are necessary for communication to be achieved. Source must choose and encode a message. Message must be transmitted via medium, which might be television, social media, magazines, billboards, or even a t- shirt. The message is then decoded by one or more receivers, who interpret the symbols in light of their own experiences. Feedback must be received by the source, who uses the reactions of receivers to modify aspects of the message. A problem with the traditional communications model is that it does not necessarily account for two-way communications between consumers and marketers. It i(cid:374)(cid:272)ludes (cid:271)eliefs a(cid:271)out (cid:373)arketers" (cid:373)oti(cid:448)es a(cid:374)d ta(cid:272)ti(cid:272)s the effe(cid:272)ti(cid:448)e(cid:374)ess a(cid:374)d appropriateness of persuasion tactics and ways of coping with persuasion attempts.