MARK 305 Study Guide - Final Guide: Tiger Woods, Elaboration Likelihood Model, Asics
16 Dec 2016
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Document Summary
A source must choose and encode a message. The structure of the message has a big effect on the way it is perceived. The message must be transmitted via a medium (magazine, television, social media) The message will be encoded by one/more receivers, with different interpretations. Feedback must be received by the source to modify aspects of the message. There is interaction between the sender and the receiver via a communication medium. A marketer will be much more successful trying to persuade cxs who have opted into its msg. Interactions with the marketer can influence the product, service, or outcome that is created. Source effects : common sense tells us that if different people say or write the very same words, the message can still affect us differently. There are 2 important characteristics, where marketing specialists have to decide whether to stress either their credibility of attractiveness when choosing a message source:
