MKT 2210 Lecture Notes - Lecture 11: The North Face, Institute For Operations Research And The Management Sciences, Relate
18 Dec 2018
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Tuesday, October 30, 2018
Chapter 16, 17, & 18
The Communication Process: The North Face:
-How would you decode this ad? What message is The North Face trying to send?!
The Communication Process:
-Communication: the process of conveying a message to others and requires six
elements:!
-Source: a company or person who has information to convey!
-Message: the information!
-Channel of Communication: such as a salesperson, advertising media, or public
relations tools!
-Receivers: consumers who read, hear, or see the message!
-Encoding and Decoding: !
-Encoding is the process of having the sender transform an abstract idea into a set
of symbols!
-Decoding is the reverse, or the process of having the receive take a set fo
symbols, the message, and transform them back to an abstract idea. !
-Textbook: !
-The process of communication is not always a successful one. Errors in
communication can happen in several ways. !
-Field of experience: similar understanding and knowledge!
-Message to be communicated effectively, the sender, and receiver must
have a mutually shared field of experience. !
-Feedback: Senders’ interpretation fo the response and indicates whether the
message was decoded and understood as intended. !
-Response!
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-Impact the message had on the receive’s knowledge, attitudes, or behaviours. !
-Noise$ !
-Extraneous factors that can work against effective communication by distorting
a message or feedback received. !
-Simple error such a printing mistake that affects the meaning of a newspaper
advertisement, or sign words or pictures that fail to communicate the message
clearly. !
-Noise also occur when salesperson’s message is misunderstood by a
prospective buyer. !
The Promotional Elements:
-Advertising!
-Any paid form of non personal communication about an organization, good,
service, or idea by an identified sponsor. !
-Paid: Importatn because the space for advertising message normally must be
brought. !
-Non-personal: Invovles mass media which are non-personal and do not have an
immediate feedback loop as does personal selling.!
-Advantages: !
-Control what it wants to say and to some extend to whom the message is sent. !
-Advertising allows the company to decide when to send its message . !
-Disadvantages: !
-Costs to produce and place a message are significant, and lack of direct
feedback makes it difficulty to know how well to message was received. !
-Direct response advertising, including television and internet or online
advertising, now offers greater possibility of interactivity between advertiser and
customer. !
-Personal Selling!
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-Two way flow of communication between buyer and seller, designed to influence a
persons or groups purchase decision. !
-Advantages: !
-Salesperson can control to whom the presentation is made, reading the
amount of coverage, or communication with consumers who are not in the
target audience. !
-Personal component of selling has another advantage in that the seller can
see or hear the potential buyers reaction to the message. !
-Disadvantages: !
-High cost of personal selling. !
-Public Relations!
-Form of communication management that seeks to influence the feelings,
opinions, or beliefs held by customers, prospective customers, shareholders,
suppliers, employees, and other publics about a company and its products or
services. !
-Publicity places important role in this relations. It is a non-personal indirectly paid
presentation of an organization, good, or service. Can take the form of news story,
editorial, or product announcement. !
-Difference between publicity and both advertising and personal selling is the
indirectly paid dimension. !
-Advantage of publicity: !
-Credibility !
-Disadvantage of publicity: !
-Relate to the lack fo users control over it. !
-Sales Promotion!
-Short term inducement of value offered to arouse interest in buying a good or
service. !
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