Answered step by step
Verified Expert Solution
Question
1 Approved Answer
The communication process model describes how communications move from the firm to the consumer and which factors affect the way the consumer perceives the message.
The communication process model describes how communications move from the firm to the consumer and which factors affect the way the consumer perceives the message. This activity is important because as the number of communication media has increased, the task of understanding how best to reach target consumers has become far more complex.
The goal of this activity is for you to recognize how each component of the communication process model interacts with the others and to understand what the consumer experience is at each step of the communication process.
Read the brief scenario about how Target reaches the right consumers. Then match the components of the communication process model to the corresponding communication actions.
Target is a discount retailer that operates nearly stores in states. Target differentiates itself from its competitors by offering more upscale, trendforward merchandise at low prices. The store is planning a backtoschool sale aimed at moms with schoolage children going back to school; these women make the majority of their household purchases.
Target works with its advertising agency to develop a message to reach the right consumers and to motivate them to take action. The message could be communicated on television or radio or in print advertisements, and the choice must be appropriate for the target market. Since Target aims to reach bargain shoppers, it decides to advertise in the sales flyers of local papers. When the papers come out, Targets advertising director sees that Walmart Targets major competition has run similar ads promoting a sale at the same time. Fortunately, this has no effect on Targets campaign. As expected, a significant number of Target customers like Melissa, a mom of two schoolage children, saw the ad and headed straight to Target. In fact, significantly more consumers than usual visited Targets all around the country during the sale.
Sender Communication channel Transmitter encodes Receiver decodes Feedback
Match each of the options above to the items below.
Step by Step Solution
There are 3 Steps involved in it
Step: 1
Get Instant Access to Expert-Tailored Solutions
See step-by-step solutions with expert insights and AI powered tools for academic success
Step: 2
Step: 3
Ace Your Homework with AI
Get the answers you need in no time with our AI-driven, step-by-step assistance
Get Started