COMMUN 105 Lecture Notes - Lecture 2: Integrated Marketing Communications, Marketing Communications, Marketing Mix
Document Summary
Marketers use all the elements of the marketing mix to communicate with customers (not just promotion). Persuade consumers to choose one product/service over the other. Communication model: a message is transmitted through some medium from a sender to a receiver who is listening and understands the message. Necessary elements: a source, a message, a medium, and a receiver. Encoding: the process of translating an idea into a form of communication that will convey the desired meaning. Source: the organization or individual sending the message. Message: actual communication going from sender to receiver (verbal and non-verbal elements) Medium: a communication vehicle used to reach member of a target audience. Receiver: any individual or organization that intercepts and interprets the message. Decoding: process whereby a receiver assigns meaning to a message (translating the message into an idea) For effective communication, the source and the receiver should have a mutual frame of reference. Noise: anything that interferes with effective communication (blocks messages)
