MCS 1000 Chapter Notes - Chapter 16: Uptodate, Integrated Marketing Communications, Customer Experience

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Performed by receivers according to their own frame of reference: their attitudes, values and beliefs: problems: Source may not adequately transform the abstract idea into an effective set of symbols. Properly encoded message may be sent through the wrong channel and never make it to the receiver. Receiver may not properly transform the set of symbols into the correct abstract idea. Otherwise can result in translation problems or misinterpretations. Feedback loop: consists of a response and feedback. Noise: includes extraneous factors that can work against effective communication by distorting a message or the feedback received: can be several things: Printing mistakes affecting the meaning of an ad. Using words or pictures that fail to communicate the message clearly. A salesperson"s message is misunderstood by a prospective buyer due to accent, use of slang terms or communication style making hearing and understanding the message difficult.