COMMERCE 2MA3 Chapter Notes - Chapter 16: Promotional Mix, Sales Promotion, Integrated Marketing Communications
19 Jun 2016
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Document Summary
Field of experience: is the similar understanding and knowledge; to communicate effectively, a sender and a perceiver must have a mutually shared field of experience. Feedback: a response is the impact of the message had on the receiver"s knowledge, attitudes, and behaviours. Feedback is the sender"s interpretation of the response and indicates whether the message was decoded and understood as intended. Noise: extraneous factors that can work against effective communication by distorting a message or the feedback received, e. g. printing mistake. The promotional elements: 5 (advantages and disadvantages on page 432): advertising: any paid form of non-personal communication (e. g. tv) about an organization, good, service, or idea by an indentified sponsor. It is an effective means for reaching large number of people. Pay salesperson salaries or commissions: public relations: is a form of communication management that seeks to influence the feeling, opinions, or beliefs held by customers, shareholders, suppliers, etc. It can use tv, radio, e-mail, print, social media, etc.
