Management and Organizational Studies 3322F/G Chapter Notes - Chapter 4: Product Differentiation, Tim Hortons, Dagmar Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

Knowledge and application of these concepts influence the nature and content of a commercial message and the degree to which it is accepted and retained by consumers. Communication the transmitting, receipt, and processing of information between a sender and a receiver: occurs when the message that was sent reaches its destination in a form that is understood by the intended audience. Encoding the transformation of a message into a meaningful format, such as an advertisement, a mailing piece, or an article in a newspaper. Transmission the sending of a message through a medium such as television, radio, newspaper, magazines, outdoor advertising, internet, and so on. Noise any potential form of disruption in the transmission of a message that could distort the impact of the message; competitive advertising or the clutter of advertising messages in a medium are forms of noise.