BUSI 2202U Chapter Notes - Chapter 16: Integrated Marketing Communications, Promotional Mix, Sales Promotion
Document Summary
Chapter 16 integrated marketing communications and direct. Communication is the process of conveying a message to others and requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding. The source may be a company or person who has information to convey. The information sent by a source, such as a description of a new wireless telephone, forms the message. The message is conveyed by means of a channel of communication, such as a salesperson, advertising media, or public relations tools. Consumers who read, hear, or see the message are the receivers. Encoding is the process of having the sender transform an abstract idea into a set of symbols. Decoding is the reverse, or the process of having the receiver take a set of symbols, the message, and transform them back to an abstract idea.
