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WSU MKTG 477 - Communication Process
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MKTG 477 1st Edition Lecture 9Outline of Last Lecture I. Brand PositioningOutline of Current Lecture II. How advertising worksIII. The Communication ProcessIV. Effective communicationV. “Noise”a. How to overcome “noise”Current LectureTheoretical explanations for how advertising works- Understand the theory/model- Apply this knowledge to an advertising situation The Communications Process Model- A basic model of communication in general- Suggests communication is “shared meaning”Some basic notions about communication- Involves at least two parties- Individuals interpret communications differently - Knowing/understanding the receiver’s background and needs aids communication- Feedback aids communication- Communication is aided when the parties have similar “fields of experience”These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Some “noise” in the process is inevitable To effectively communicate, marketers must overcome “noise”- “Noise” is an obstruction in the communication process- Can occur at any stage (encoding, message, channel, decoding, feedback, etc.)Simple rules to follow to overcome noise1. Know/understand your audience/customera. Cannot assume they are the same as youb. Advertisers should not insult the intelligence of their audience (but, don’t assume their audience is intelligent)2. Make the ad attention getting, but simplea. “Keep it simple, stupid” (KISS)3. Monitor the effectiveness of the ada. Seek consumers’ true responses to the communicationb. Sales of a product are often NOT a good measure of advertising effectivenessi. Consumers may “love” your ads, but not buy your productii. Or, they may “hate” your ads, but buy your product anyway4. Take control over the production processa. Make sure the ad says what you intend for it to


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WSU MKTG 477 - Communication Process

Type: Lecture Note
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