MKC1200 Study Guide - Final Guide: Promotional Mix, Marketing Week, The Sender

• School: Monash University
• Department: Business - Marketing - MKC
• Course: MKC1200
• Professor: Maureen Griffiths

Document Summary

The creation and maintenance of communication with target markets. The marketing activities that make potential customers, partners and the society aware of and attracted to the business" offerings. Coordinating promotional efforts to maximise the communication effect (remain consistent with organisation"s image and main theme) A person, group or organisation who wants to communicate a message to an audience. The sender converts the message into a series of signs or symbols (words, text, pictures) that are meaningful to the intended receiver (receiver must be considered- age, gender, edu level, etc) The medium of transmission that carries the encoded message from the sender to the receiver. The individual, group or organisation that decodes the coded message (not necessarily the intended audience) The receiver converts the signs and symbols into concepts and ideas (diff people can decode/interpret the same message differently) Anything that interferes with the effectiveness of the communication process (external forces- gravity on billboards.