chapter 18 - 1. Communication processes fig 18-1 a....

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
1. Communication processes fig 18-1 a. Encoding- writing it. b. Decoding c. Noise- what you encoded and sent did not get decoded properly, because there was noise along the way. Most common noise is “clutter”, which means there are to many advertisements so your message gets lost 2. Promotional elements 466-69 18-2 a. Advertising – mainstream mass media, radio, tv, magazine etc. Strength- reach a lot of people. b. Personal selling – when someone comes up to you and asks you “how can I help you” or professional sales people that sell b2b Strength- immediate feedback. c. Public relations/publicity- the management of a brand through non-paid media. Strength- generally perceived as more credible than paid advertising d. Sales promotion- Contests, sweepstakes, free samples. Strength- very good at increasing quantity demanded quickly. Weakness- the quantity demanded is short lived e. Direct marketing- telemarketing, direct mail, direct email. Strength- you can target better. People generally don’t like it.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 09/30/2009 for the course MKTG 2300 taught by Professor Moody during the Fall '08 term at Colorado.

Page1 / 2

chapter 18 - 1. Communication processes fig 18-1 a....

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online