Exam 4 Book Notes

Exam 4 Book Notes - 1 Chapter 9 Communication-the...

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1 Chapter 9 Communication - the transmission of a message from a sender to a receiver via a medium (or channel) of transmission. In addition to these four basic components—sender, receiver, medium, and message—the fifth additional component of communication is feedback , which alerts the sender as to whether the intended message was, in fact, received. The sender, as the initiator of the communication, can be a formal or an informal source. A formal communication source is likely to represent either a for-profit or a not- for-profit organization; an informal source can be a parent or friend who gives product information or advice. For that reason, marketers must always encourage and even initiate positive word-of-mouth communications about their products and services. The receiver of formal marketing communication is likely to be a targeted prospect or a customer. Intermediary and unintended audiences are also likely to receive marketers’ communications. Unintended audiences include everyone who is exposed to the message who is not specifically targeted by the sender. It is important to remember that the audience—no matter how large or how diverse—is composed of individual receivers , each of whom interprets the message according to his or her own personal perceptions and experiences. The medium , or communications channel, can be impersonal or interpersonal . Mass media are generally classified as print or electronic . Direct marketers —often called database marketers —also seek individual responses from advertisements they place in all the mass media: broadcast, print, and online, as well as from direct mail . The message can be verbal (spoken or written), nonverbal (a photograph, an illustration, or a symbol), or a combination of the two. A verbal message, whether it is spoken or written, can usually contain more specific product (or service) information than a nonverbal message. However, a verbal message combined with a nonverbal message is often more persuasive than either would be alone. Nonverbal information takes place in both interpersonal characteristics and impersonal channels and often takes the form of symbolic communication. Feedback is an essential component of both interpersonal and impersonal communications. Generally, it is easier to obtain feedback from interpersonal
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2 communications than impersonal communications. Because of the high cost of space and time in impersonal media, it is very important for sponsors of impersonal communications to devise methods to obtain feedback as promptly as possible, so that they may revise a message if its meaning is not being received as intended. An excellent example of marketing based on shoppers’ feedback, in the form of “body language,” is the selling method employed at the rapidly growing Diesel jeans chain. Diesel stores feature loud techno music and large TV screens playing videos unrelated to the merchandise sold. There are no signs directing customers to different departments, no obvious salespeople. Young
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Exam 4 Book Notes - 1 Chapter 9 Communication-the...

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