ADM 2320 Lecture Notes - Lecture 14: Channel (Communications), Media Mix, Media Planning

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ysabella Lee

Document Summary

E(cid:448)e(cid:374) if (cid:449)e ha(cid:448)e the right product, at the right place, if co(cid:374)su(cid:373)ers do(cid:374)"t k(cid:374)o(cid:449) (cid:449)hat the product is, then it isn"t going to sell. Promotion communicates the offer and the value proposition. Senders adjust messages according to the medium and receivers" traits. The message originates from the sender, who must be clearly identified to the intended audience. An intermediary such as an advertising agency acts as the transmitter to develop the message. Encoding converts the sender"s ideas into a message, which could be verbal or visual. The communication channel is the medium - print, broadcast, the internet - that carries the message. The receiver is the person who reads, hears, or sees and processes the information contained in the message and/or advertisement. The feedback loop allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.