2. What is Promotion?
• Any form of communication used to inform,
persuade, and remind consumers about a
organization’s products or services.
3. Source (Sender) – an organization or
person
Encoding by the Source – putting the
message into language or symbols that
are familiar to the intended receiver.
Medium (Message Channel) – tv, radio,
newspaper, magazine, direct mail, sales
presentations, or billboards.
Receiver – the person(s) to whom the
encoded message is directed. (target
audience)
Decoding by the Receiver – interpreting
the message or symbols and converting
them into concepts and ideas.
Noise – interference that can cause the
message to be interpreted by the
receiver incorrectly. (competing
messages, radio static, poor quality
printer, ambiguous or unfamiliar words)
Feedback – the receiver’s reaction or
response to the source’s message
4. • Feedback is essential to teaching
people to fully appreciate their
strengths, so they use them to
their advantage.
Do you use
feedback in class
to improve your
work/learning?
• Feedback can help a business know
what is working for its customers
and what needs to be improved.
Why is
feedback
important to a
business?
5. Obstacles to Effective Communication
Poor Encoding Message source fails to create the right
sensory stimuli to meet the objectives
of the message.
• Verbally phrasing words poorly
• Ads that are difficult to understand,
using words or symbols lacking
meaning (cultural differences)
Poor Decoding Errors occur due to personal or
psychological factors
• Not paying attention to full tv ad
• Driving too quickly past a billboard
• Allowing one’s mind to wander
while talking to a salesperson
6. Obstacles to Effective Communication
Medium Failure Wrong medium is used to
communicate the message.
Ex. TV ad to doctors vs. a print ad
Communication Noise An outside force in someway affects
delivery of the message.
Advertising clutter (noise) – customers
are distracted or overwhelmed by the
large number of ads they encounter
every day.
7. Improving Communication
Carefully Encode
• Have a good understanding of how their audience interprets words, symbols, sounds, and
other stimuli
Allow Feedback
• Encourage message receiver to provide feedback
• Phone numbers and email, online forums, blogs, social media
Reduce Noise
• Sales People trained to reduce noise (remove client to a quiet space, non-busy times, etc.
• Use whitespace in magazines
Choose Right Audience
• Messages are more likely to be received and appropriately decoded by those who have an
interest.
