BSM 200 Study Guide - Final Guide: Communication Theory, Media Planning, Personal Selling

• School: Ryerson University
• Department: Business Essentials
• Course: BSM 200
• Professor: Mary Foster

Document Summary

In order to be successful in communicating value to customers, marketers need to understand the basic elements of communication theory. Not always between 2 people, can be 1 to many or many to. Week 3: communication starts with a message, which is encoded to a format that can be transmitted to another party. The channel has to be one that is most effective for delivering the message. If the channel has been effective in transmitting the message, the receiver has to decode it: decoding takes place within the experience of the receiver; includes their attitudes, beliefs, and values. If content of message and its encoding have been effective, then there may be a change in the receiver"s perspective/thinking as a result of decoding the message. Can distract receiver from the message, can come from competitors, technical difficulties, misinterpretation (of symbols and such)