MKT 310 Lecture Notes - Lecture 11: Communication Theory, Brand Management, Costco
Document Summary
Week 11 c ommunic ating and pres enting the final plan. In its simplest form, communication theory suggests that the following basic elements exist, and must be understood to ensure that information, like a message, is received and digested by an audience. Initiates the need to send the message: c hannel: medium used to transmit a message, medium it"s being communicated through, the choice of channel maybe just as important as the source (that is the message). In other words, associations with the channel may transfer to your brand: for example, a website that isn"t hip shouldn"t be promoting a brand that is or wants to be. Not all 5 have to be there in each communication effort: s ender, channel, and destination have to be there tho. We"re exposed to hundreds (if not thousands) of persuasions daily. Depending on the circumstances, customers ig nore, ac c ept or rejec t these persuasions.
