MKTG 330 Study Guide - Midterm Guide: Imaginary Audience, Deodorant, Public Service Announcement
10 Oct 2016
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Document Summary
Planned messages are the traditional promotional messages advertising, sales promotion, personal selling, merchandising materials, publicity releases, event sponsorships. These often have the least impact because they are seen as self-serving. Planned messages should be coordinated to work toward a predetermined set of communications objectives. Advertising is a form of nonpersonal communication. Advertising reaches us through a channel of communication referred to as a medium. An advertising medium is any nonpersonal means used to present an ad to a large audience. The internet is classified as an interactive advertising medium. One of the characteristics of word-of-mouth is the fact that it is unstructured. The first scholars to study human communication formulated a model. The process begins when one party, called the source, formulates an idea, encodes it as a message, and sends it via some channel to another party, called the receiver. The receiver must decode the message in order to understand it.
