MCS 1000 Chapter 16: MCS 1000 - Chapter 16

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Arsenio( Archie) Bonifacio

Document Summary

Promotional mix: the combination of one or more of these communications tools: advertising, personal selling, sales promotion, public relations, and direct marketing. Communication: the process of conveying a message to others, which requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding. Source: a company or person who has information to convey. Message: the information sent by a source to a receiver in the communication process. Channel of communication: the means of conveying a message to a receiver. Receivers: consumers who read, hear, or see the message sent by a source in the communication process. Encoding: the process of having the sender transform an abstract idea into a set of symbols. Decoding: the process of having the receiver take a set of symbols, the message, and transforming them back into an abstract idea.