MCS 1000 Chapter Notes - Chapter 16-18: Cost Per Mille, Integrated Marketing Communications, Promotional Mix

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

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 which includes 6 elements. Source a company or person who has information to convey. Message the information sent by the source to the receiver. Channel the means of conveying a message. Receiver customer who reads, hears, or sees the message sent. Encoding the process of having the sending encode a message into a set of symbols. Decoding the process of having to decode the set of symbol to get the message. Field of experience similar understanding and knowledge; to communicate effectively, a sender and a receiver must have mutually shared fields of experience. Response the impact the message has on the receiver"s knowledge, attitude, or behaviour. Feedback communication flow from receiver to sender that helps the sender know whether the message was decoded and understood as intended.