helps in understanding basic concepts of Mktg Communication

1. MARKETING COMMUNICATION BY ABHA TOSHNIWAL

5. The Process NOISE Competing ads, other distractions MESSAGE CHANNEL Select the media or other vehicle to carry the message ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind FEEDBACK Impact measured using research, sales, or another measure RESPONSE Ranges from simple awareness to purchase DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed

9. Determining Objectives Awareness Knowledge Liking Preference Conviction Purchase Hierarchy- of-effects model

12. Select the communication channel Channels Personal Non-personal Advocate Expert Social Media Atmosphere Events Print Broadcast Network Electronic Display

18. Measure the Communications Results Target audience are asked whether they recognize or recall the message.

22. An Illustration Producer Wholesaler Retailer Consumer PUSH STRATEGY Producer Wholesaler Retailer Consumer Product flow Communication effort PULL STRATEGY

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