24220 Lecture Notes - Lecture 11: Consumer Protection
Document Summary
I(cid:373)po(cid:396)ta(cid:374)t (cid:271)e(cid:272)ause if you do(cid:374)(cid:859)t tell the ta(cid:396)get (cid:373)a(cid:396)ket seg(cid:373)e(cid:374)ts a(cid:271)out you(cid:396) product/services they cant consider buying it: building a communications network that reaches the target market segments. In a form they can access, consider and relate. **communications theory structure*: sender (encoding, before it is sent the message needs to be encoded so it is suitable for the medium to be used and the receivers, e. g. International marketing: comprehension, positioning, degree of motivation, note! Most promotion disasters come from not doing this step. Intermediaries: media editors, present and future customers, interference/noise. Interference creates noise, which disrupts communication: sources of noise are, competitive activity/social media, business environment. **10 important factors to consider when creating an international communications program*: the important difference between identity and image. Identify the way a company aims to identify or position itself. Image the way the public perceives the company or its products: communication processes.
