An advertising agency developed a radio commercial to promote a car dealership.In this commercial the spokesperson asks, "is your car getting long in the tooth?" Most listeners had no idea what this question was asking.With reference to the communication process identified in Figure 16-1 (p.429), explain why this message was not understood. (6 marks)
ICON ENGLI X Course Herc X Econ 212 Pr X PROBLEMS | x Google mis x \\C Use The Info x G MONETARY X HER - -> C OR https://learn.viu.ca/d21/le/content/149807/viewContent/1799705/View * \\M Action requ x Ask a Quest X * Customer S X * Riz * @ IMC Reading x X dinate all promotional activities-advertising, personal selling, sales promotion, * G N public relations, and direct marketing-to provide a consistent message across all audiences and to maximize the promotional budget and impact of the com- integrated marketing communications (IMC) munications is referred to as integrated marketing communications (IMC). The concept of designing Increasingly, the growth of social media has impacted the way organizations marketing communications communicate with their customers and, indeed, how customers communicate programs that coordinate all promotional activities-advertising, with each other. Therefore, many organizations are now using social media as personal selling, sales promotion, part of their integrated marketing communications efforts to attract attention, public relations, and direct generate online conversations, and encourage consumers to spread the organi- marketing-to provide a consistent message across all audiences and zations' messages. Importantly, social media also allows organizations to receive to maximize the promotional direct feedback from their customers. budget and impact of the This chapter provides an overview of the communications process, a descrip- communications. tion of the promotional mix elements, several tools for integrating the promo- tional mix, and a process for developing a comprehensive promotion program. One of the promotional mix elements, direct marketing, is also discussed in this chapter. Chapter 17 covers advertising, sales promotion, and public relations, and Chapter 18 discusses personal selling. LO1 THE COMMUNICATION PROCESS communication The process of conveying a Communication is the process of conveying a message to others and requires six message to others, which requires elements: a source, a message, a channel of communication, a receiver, and the pro- six elements: a source, a message, cesses of encoding and decoding (Figure 16-1).? The source may be a company or a channel of communication, a person who has information to convey. The information sent by a source, such as receiver, and the processes of description of a new wireless telephone, forms the message. The message is con- encoding and decoding. veyed by means of a channel of communication, such as a salesperson, advertising media, or public relations tools. Consumers who read, hear, or see the message are source the receivers. A company or person who has information to convey message The information sent by a source to a receiver in the communication Fields of experience process. channel of communication The means of conveying message to a receiver. Channel o receivers Consumers who read, hear, or see Source Encode Message Decode Receiver the message sent by a source in communication the communication process. Noise FIGURE 16-1 The communication process Feedback Response Feedback loop
