MKTG 4100 Chapter 4: Chapter 4 - Communication Response Models
12 Dec 2015
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Document Summary
Affecting factors: nature of message; audience"s interpretation; environment in which message received; receiver"s perception of the source; medium used to transmit the message. Role of marketers: must understand meanings that words and symbols take on; must understand how such words and symbols influence consumers" interpretation of products and messages. Communication: passing of information, exchange of ideas, process of establishing a commonness or oneness of thought between a sender and a receiver; must be common thinking between two parties, information must be passed from one to another. Channel: how the communication travels from the source/sender to the receiver. Personal channels: direct, personal, face-to-face contact with target individuals or groups. Message content: information and/or meaning contained in the message. Message structure & design: way message is constructed to deliver the information or intended meaning; often impression or image created by an advertisement matter more than the words.
