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Unformatted text preview: CHAPTER 16 Notes slide 33: Marketing communication is a two-way process, as shown in Exhibit 16.2. 1. The sender originates the message. 2. Encoding is the conversion of the senders ideas and thoughts into a message, usually words or signs. 3. Transmission of a message requires a channel some communication medium. Reception occurs when the message is detected by the receiver . Transmission may be hindered because of noise anything that interferes with, distorts, or slows down the transmission of information. 4. Decoding is the interpretation of the language and symbols sent. Proper match between the message to be conveyed and the target markets attitude is the job of the marketing manager. Differences in culture, age, social class, education, and ethnicity can lead to miscommunication. Marketers targeting consumers in foreign countries must also worry about translation and miscommunication issues. 5. The receivers response to a message is direct feedback to the source. Since mass communicators are cut off from direct feedback, they rely on market research or analysis of viewer perceptions for indirect feedback. Notes slide 34: 1. The four elements of the promotional mix differ in their ability to affect the target audience. Exhibit 16.3 summarizes these differences. 2. A deeper treatment of each element appears over the next four slides. Notes slide 40: The Internet and related technologies are having an impact on marketing communication including the promotion mix. Blogs generated by companies (corporate blogs) allow marketers to have a direct, personalized feedback channel with customers. Notes slide 42: 1. Promotion seeks to modify behavior and thoughts in some way. It also strives to reinforce existing behavior. 2. Promotion has three basic tasks: it can inform the target audience, persuade the target audience, or remind the target audience. Often a marketer will try to accomplish two or more of these tasks at the same time. Notes slide 43: 1. Informative promotion seeks to convert an existing need into a want or to stimulate interest in a new product. It is more prevalent during the early stages of the product life cycle. 2. Persuasive promotion is designed to stimulate a purchase or an action. It becomes the main promotion goal when the product enters the growth stage of its life cycle. 3. Reminder promotion is used to keep the product/brand name in the publics mind. It is effective during the maturity cycle. Notes slide 52: 1. Promotional mixes vary a great deal from one product and one industry to the next. 2. Advertising and personal selling are used to promote goods and services, supplemented by sales promotion. Public relations helps develop a positive image for the product and the organization. A firm may choose not to use all four promotional elements, or it may choose to use them in varying degrees....
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- Spring '08