MKT 310 Lecture Notes - Lecture 11: Media Trust, Communication Theory, The New York Times

• School: Ryerson University
• Department: Marketing
• Course: MKT 310
• Professor: John Peco

Document Summary

Any promotion, public relations, or any form of communication is based upon communication theory. The following elements exist and must be understood to ensure that information is received and digested by an audience. Source: a message/string of messages that is transmitted to a receiver (an audience) Channel: the medium used to transmit the message. Must recognize that what is said may not be what customers hear. Chinese coke misunderstood the receiver (did not understand the language) Chinese pepsi misunderstood the destination (audience misinterpreted. Choice of channel is just as important as the source/message. The choice of tv, online, print media, radio, or other forms must align with the nature of the message as well as the intended destination. Sending too many messages/messages that are too complex. Crafting a message from an unknown or untrustworthy sender. Misunderstanding/misjudging the receiver (translation of culture, language, or values) Underestimating the destination (making invalid assumptions about the audience)