MCS 1000 Lecture Notes - Lecture 16: Advertising Mail, Uptodate, Customer Relationship Management

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Peter Kim

Document Summary

Encoding: process of having the sender transform an abstract idea into a set of symbols. Decoding: the reverse, or the process of having the receiver take a set of symbols, the message, and transform them back to an abstract idea. For the message to be communicated effectively; the sender and receiver must have a mutually shared field of experience . Field of experience: similar understand and knowledge. Feedback loop: consists of a response and feedback. Response: the impact the message had on the receiver"s knowledge, attitudes and behaviours. Feedback: he senders interpretation of the response and indicates whether the message was decoded and understood as intended. Includes extraneous factors that can work against effective communication by distorting a message or the feedback received. Can be a simple error (i. e. printing mistake) Also occurs when a salesperson message is misunderstood by a prospective buyer. Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.