MKT 100 Lecture Notes - Lecture 14: Marketing Week, Online Advertising, Sales Promotion

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Hana Saikali

Document Summary

Communication: verbal or non-verbal transmission of information between someone wanting to express an idea and someone else expecting to understand the idea (be one too many or many to one. In order to be successful and communicating value to customers, marketers need to understand the basic elements of communication theory. Communication starts with a message encoded into a format that can be transmitted to another party. The format can be words, images, sounds, symbols, a product display, or hot button on a webpage. Once encoded message is transmitted through a communication channel these channels range from broadcast to print to electronic. Care must be taken to choose a communication channel that suits the recipient of the message and is the most effective for transmitting the message. Some media are two dimensional, others are three dimensional, if the channel has been effective in transmitting the message the next step is for the receiver, the recipient of the message to decode it.