MARK432 Lecture Notes - Lecture 4: Marketing Communications, Experience 7, Product Demonstration
16 Sep 2016
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Communication: communication: the passing of information, exchange of ideas, or process of establishing shared meaning between a sender and a receiver. Just because we have stated the message, doesn"t mean we have communicated. The marketing communication planning process begins with identifying the characteristics of the receiver (target audience) The receivers" reception of the source in uences the manner in which the communication is received, interpreted and responded to. If the source captures our attention they have a greater probability of communicating. Celebrities are only credible when they are experts in what they are talking about. If credibility is important, know who your target market perceives to be credible: encoding: encoding is the process of putting together thoughts, ideas and information in symbolic form to communicate a message. The senders" goal is to encode the message in such a manner so as to ensure tat it will be understood by the receiver.
