MKTG13-302 Lecture Notes - Lecture 4: Personal Selling, Marketing Buzz, Elaboration Likelihood Model
15 Jun 2018
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Week 4 PROMO
The communication process model
• This is a straight model that is in linear but in fact
marketing is not linear and this model is orientated
around the marketer
• Used to understand the consumer
• Source
o Person who has information to share with
another person or group of people
▪ Persuasive source
• Fan following
• Likeability
• influential
• Encoding
o Putting ideas, thoughts, information into a
symbolic form
• Message
o Contains the information or meaning the
source hopes to convey
• Reciever
o Person whom the sender shares thoughts or
information
• Decoding
o Transforming the senders message into
thought
Basic Model of Communication
• Channel
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