BU352 Chapter Notes - Chapter 14: Reese Witherspoon, Td Canada Trust, Cocktail Dress
Document Summary
Lo1: communication process the sender (firm): message originates from the sender who must be clearly identified to the audience. The transmitter encodes message: sender works with the marketing department or an outside marketing agency. The communication channel: this is the medium that carries the message. The receiver: the person who sees, hears, read and processes the information in an advertisement. o noise: lack of clarity in the message, or a flaw in the medium that poses a problem. A firm needs to compete against so many competitors in order to get their message across. o feedback. Loop: a customer"s purchase of the item, a compliment, complaint or redemption of a coupon. Choose the wrong list and your promotion will be perceived. Junk mail since the offer will not be targeted to the right audience. Good contact list and good offer must be needed to take immediate action. Kiosks from hallmark allow customers to create their own personalized cards.
