Management and Organizational Studies 2320A/B Chapter Notes - Chapter 14-15: Sales Promotion, National Do Not Call List, Media Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Colin Mc Dougall

Document Summary

Marketers must consider how to communicate the value proposition to the target market. 3 components of imc strategy: consumer/target market, channels or vehicles through which message is communicated, and evaluation of results. Message originates from the sender, who must be clearly identified to the audience. Some marketers have been accused of deceptive advertising- representation or omission in an ad that is likely to mislead consumers communications- this intermediary is the transmitter. The sender works with the creative department to develop marketing. Communication channel- the medium that carries the message. Receiver is the person who receives the message. Encoding- converting the sender"s ideas into a message (verbal, visual, or both) Decoding- process by which the receiver interprets the sender"s message. Noise- interference that stems from competing messages, a lack of clarity, or a flaw in the medium. If there is a difference between what is encoded and decoded it is probably because of noise.