MARK301 Chapter Notes - Chapter 16: Intrade, Mobile Marketing, Promotional Mix
2 Sep 2014
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Chapter 16: integrated marketing communications and direct marketing. Encoding: process of having the sender transform an abstract idea into a set of symbols. Field of experience = similar understanding and knowledge to communicate effectively, sender and receiver must share this. Response: impact the message had on the receiver"s knowledge, attitude, or behaviours. Noise: extraneous factors that can work against effective communication by distorting a message or the feedback received. Eg. printing mistake, salesperson message misunderstood (accent, slang, etc. ) Promotional elements (1) advertising: any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor. Communicate specific product benefits to prospective buyers. Decide what to say, whom to, when to send it. A: - control whom presentation made to. D: - flexibility ! different salespeople may communicate different message. Eg. special events sponsorship, lobbying efforts, annual reports, image management.
