Communication Process

Chapter 5 THE COMMUNICATION PROCESS -the way marketers communicate with rear sense of hearing depends on many factors including: --how much topical/potential customers know --what they bring forward about bon ton/brand --image fellowship wishes to create -those in charge or planning and implementation of IMC programme need to look the comm mantrap out and what it means in terms of how they create/ throw/ draw a bead on by/evaluate communicates about company/brand. - how do they perceive and go steady messages? How will these reactions shape consumers responses to the company/product? -(developing an effective merchandising comms programme far much complicated than just choosing a product feature or attribute to emphasise. THE NATURE OF COMMUNICATION -communication been variously defined: ie ----the passing of info ----exchange of ideas ----process of establishing commonness or integrity of though between a sender and receiver. ------------all sug gest that for comm to occur, essential be common thinking between two parties, and info passed from virtuoso to another.

-but establishing this commonality is not easy many attempts unsuccessful talks process often very complex depends on factors such as: ----nature of message ----audiences explanation of message ----environment in which message received ----receivers perception of point of reference and medium procedure to transmit ----words, pictures, sounds, colours- have different meanings to different audiences perceptions and interpretations vary. -marketers essential understand the meanings words an d symbols take on and how they influence con! sumers interpretation of products and messages -language study barrier, ie different dialects and language in a star country. In Canada only 40% do not use English as preferred language, most of them French speaking. -also lingual nuance and vernacular -can be challenging when marketing to young country too -growth of bilingual, multicultural ethnic markets creates challenges for...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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