Is part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers.
The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities.
communications requires a channel, with a sender and a receiver, to handle the message
a message is first encoded by the sender
the communications channel is then used to deliver the message to the sender
the receiver decodes the message, based on his or her frame of reference and experience
may be a need for a response and feedback
the process can be interrupted by noise
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