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Chapter 5 lecture:
I. INTRODUCTION AND THE NATURE OF COMMUNICATIONS
A commonality shared by all elements of the promotional mix is that their function is to communicate. Thus, it is important that advertising and promotional planners have an understanding of the communication process. This chapter reviews the fundamentals of communication and examines various perspectives regarding how consumers respond to promotional messages.
Communication has been variously defined as the “passing of information,” the “exchange of ideas,” or the “process of establishing a commonness or oneness of thought between a sender and a receiver.” For communication to occur there must be some common thinking or ground between the two parties and a passing of information. The communications process is often very complex with success depending on many factors such as the nature of the message, audience interpretation and the environment in which it is received along with the receiver’s perception of the source and medium. The challenge of developing effective marketing communications becomes particularly evident when companies are developing advertising and promotional messages for foreign markets or for certain ethnic markets in the U.S. Global Perspective 5-1 discusses some interesting examples of communication problems that have been encountered by marketers who are promoting their products and services in international markets. You may want to add some of your own examples to those discussed here.
II. A BASIC MODEL OF COMMUNICATION
Over the years a basic model of communications has evolved that represents the various elements of the communications process. This model is shown as Figure 5-1 in the text. The elements of the model include:
A. Source/Encoding—the sender or source of a communication is the person or organization that has information to share with another person or group.

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