Management and Organizational Studies 3322F/G Chapter 4: Chapter 4

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Maxwell Smith

Document Summary

Communication = the transmission, receipt, and processing of information between a sender and a receiver: o(cid:272)(cid:272)urs (cid:449)he(cid:374) the (cid:373)essage that (cid:449)as se(cid:374)t rea(cid:272)hes its desti(cid:374)atio(cid:374) i(cid:374) a for(cid:373) that"s understood by the intended audience. Encoding = transformation of a message into a meaningful format, such as an advertisement, a mailing piece, or an article in a newspaper. Transmission = sending of a message through a medium such as tv. Noise = potential form of distribution in the transmission of a message that could distort the impact of the message; competitive advertising or the clutter of advertising messages in a medium are forms of noise. A consumer passes through a series of stages on the way to taking action. Advertising can influence the consumer at each stage. One such model is referred to as acca awareness, comprehension, conviction and action. This model is part of a theory called dagmar: defining advertising goals for measured advertising response.