Principles of Marketing Promotions Outline.docx - MODULE...

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MODULE 6.0 PROMOTIONS DISCUSSION OUTLINEPRINCIPLES OF MARKETING17thGlobal EditionPhilip Kotler,p.243A. COMMUNICATION PROCESSTwo of these elements are the major parties in a communication—thesenderand thereceiver.Another two are the major communication tools—themessageand themedia. Four more aremajor communication functions—encoding, decoding, response,andfeedback.Sender.The party sending the message to another party—here, McDonald’s.Encoding.The process of putting thought into symbolic form—for example, McDonald’sad agency assembles words, sounds, and illustrations into a TV advertisement thatwill convey the intended message.Message. The set of symbols that the sender transmits—the actual McDonald’s ad.Media. The communication channels through which the message moves from thesender to the receiver—in this case, television and the specific television programs thatMcDonald’s selects.Decoding. The process by which the receiver assigns meaning to the symbols encodedby the sender—a consumer watches the McDonald’s commercial and interprets thewords and images it contains.Receiver.The party receiving the message sent by another party—the customer whowatches the McDonald’s ad.Response. The reactions of the receiver after being exposed to the message—any ofhundreds of possible responses, such as the consumer likes McDonald’s better, ismore likely to eat at McDonald’s next time, hums the “i’m lovin’ it” jingle, or doesnothing.Feedback.The part of the receiver’s response communicated back to the sender—McDonald’s research shows that consumers are either struck by and remember the ador they email or call McDonald’s, praising or criticizing the ad or its products.Noise. The unplanned static or distortion during the communication process, whichresults in the receiver getting a different message than the one the sender sent—the

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Term
Fall
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Tags
Marketing, McDonald

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