Management and Organizational Studies 3322F/G Chapter Notes - Chapter 4: Marketing Communications, Dagmar Marketing, Snack

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

Document Summary

The marketplace is dynamic, and consumers are exposed to hundreds of messages each day from all kinds of sources. There is so much commercial clutter out there that consumers remember very little. The challenge is to develop a message that will break through the clutter and leave a lasting impression on the audience. An understanding of communications process and how consumers receive and interpret messages is essential. Knowledge and application of concepts such as needs, motives, attitudes, perceptions, reference groups, family influences, influences the nature and content of a commercial message and the degree to which it is accepted and retained by consumers. Communication transmitting, receiving and processing information. Communication occurs when the message that was sent reaches its destination in a form that is understood by the intended audience. An organization develops a message, selects the right media to deliver it, and if all things are planned effectively, it will reach the consumer and have an impact on them.