Management and Organizational Studies 3322F/G Chapter 4: CHAPTER RECAP

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

Document Summary

One of the greatest challenges marketers face is breaking through the message clutter and reaching the end consumer so that they are remembered. Communication: the transmission, receipt and processing of information between sender and receiver. Occurs when the message that was send reaches it"s 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 ect. 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. Competing products send very similar messages to the same target so the goal is to break through the noise and reach your target.