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CLEP Principles of Marketing Study Notes

3 publicity nonpersonal communication in news story

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3. Publicity - nonpersonal communication in news story form about an organization or its products, that is transmitted through a mass medium at no charge. Publicity is similar to Advertising in that it is a form of nonpersonal communication through a mass medium about the company or its products. However, unlike advertising, the company does not pay to have it transmitted, and it cannot always be controlled ; publicity can be good as well as bad. Examples of publicity are magazine and news stories about new products or changes in an organization. 4. Sales Promotion - activity or material that offers added value, or incentive for a product. Examples of sales promotions include coupons , bonuses, and contests used to enhance the sales of a product. "Sales promotion" should not be confused with "promotion." Promotion includes Sales Promotion, as well as Advertising, Personal Selling, and Publicity. Communication , used in the context of promotion, is the transmission of information. Communication process can be broken down into 5 steps : 1. A Source for the Message - Process begins with a source . A source is a person, group, or organization that has a meaning it is trying to share . 2. An Encoded Message- convert the meaning being conveyed into a series of signs that represent ideas or concepts or symbols. Usually, an organization will encode the meaning in a combination of words and pictures . To share meaning, the signs need to be familiar to the audience; for example, the language should be one that the receiver understands. 3. A Medium of Transmission - to share a coded meaning with the receiver or audience, a source must select a medium of transmission. Anything that carries the message from the source to the receiver; i.e. a person's voice, a letter, television, radio, etc. source sends an encoded message via a medium of transmission to a receiver. 4. A Decoded Message - Receiver then decodes the message, or converts the signs in the encoded message into concepts and ideas. 5. The receiver decodes the message. In the context of the communication process, encoded does not mean using some kind of secret code. Converting thoughts and ideas into symbols-- for example, writing an email in plain English to someone-- is encoding . When the receiver gets the email, and interprets it to figure out what ideas the source was trying to convey, this is called decoding. 6. The Receiver or Audience
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Noise - Anything which hinders the communication process, and results in the receiver decoding a different message from what the source was trying to convey. Anything which interferes with or breaks down parts of the communication process, and may result in poorly encoded/decoded messages. Noise can result from many things-- for example, the medium of transmission not fully reaching the desired audience, or the source conveying meanings he did not intend to due to differences in cultural perceptions between the source and the receiver. Many industrial products--especially expensive
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3 Publicity nonpersonal communication in news story form...

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