- #OUTLOOK FOR MAC 2016 MEETING INVITATION ACCEPTANCE TENTATIVE SERIES#
- #OUTLOOK FOR MAC 2016 MEETING INVITATION ACCEPTANCE TENTATIVE TV#
One of the most acclaimed ads in the history of advertising is the Apple Macintosh “1984” television commercial.
#OUTLOOK FOR MAC 2016 MEETING INVITATION ACCEPTANCE TENTATIVE TV#
_Quick Revision of Advertising The Apple 1984 Tv Commercial To better understand and anticipate how people will decode and respond to marketing communications, advertising professionals constantly monitor human perceptions, attitudes, motivations and actions. Questions arises- is the product wrong for the market ? Is the message unclear ? Are we using the right medium? Without feedback, these questions cannot be answered. Dramatically low responses to an ad indicate a break in the communication process. In advertising, feedback may come in variety of forms: redeemed coupons, telephone inquiries, visit to a store, requests for more information, sales, or response to a survey. Feedback verifies that the message was received. Feedback That’s why feedback is important. So the sender doesn’t know bow the message is received, or even if it’s received, until some acknowledgement take place.
Complicating this problem is the fact that the sender’s advertising message must compete with hundreds of others every day. Attitudes, perceptions, personality, self-concept, and culture are just some of the many influences that affect the way people receive and respond to message and how they behave as consumers in the marketplace. The unique characteristics of the receivers are also very important, and the sender often knows little or nothing about them. Unfortunately, message interpretation is only partially determined by the words and the medium used. And that, of course, is the last thing marketer want. We have all had the unpleasant experience of being misunderstood. There is only so much information that can be moved through it and only so much that a receiver will be motivated to receive and capable of processing.ĭecoding The way the message is decoded - interpreted by the receiver - is another challenge for the advertising person. It should be noted that any communication system has a channel capacity. Word-of-mouth communication represents another channel that is of special interest because it can sometimes play a key role in an advertising campaign. The channel in an advertising communication system consists of one or more kinds of media, such as radio, television, newspapers, magazines, billboards, point-of-purchase displays, and so on. Thus supporting the statement “ The Axe effect “Ĭhannel The message is transmitted through some channel from the source to the receiver. How this is encoded – using purely pictorial illustration the ad delivers the message using portrayal of a woman fantasy. Message – “Axe use creates attraction from the women and arouses desires”. Encoding messages in terms that others will understand - is a major challenge of advertising. For symbols to work, sender and receiver must agree on their meaning. In abbreviated messages such as advertising, words and symbols are especially important. Success depends on getting the message into the market’s collective awareness.Įncoding In the encoding stage, advertisers translates an idea or message into words and illustrations - or symbols. But the same basic sequence applies to marketing communication- so advertisers cannot afford o take this processes for granted. Because we all communicate regularly, we don’t think about these complex processes.
A message that acknowledges and responds to the original message constitute feedback which also affect the encoding of a new message. The person receiving the message must decode it, formulate a new idea, and then encode and send a new message. The communication process begins when one person formulates and encodes an idea as a message and sends it via some medium to another person.
#OUTLOOK FOR MAC 2016 MEETING INVITATION ACCEPTANCE TENTATIVE SERIES#
The series of events that take place when people share ideas. So to understand how marketers communicate, lets look at how humans communicate. And as we develop, we learn to listen and respond to others’ messages. _Quick Revision of AdvertisingĬOMMUNICATION PROCESS AND ORGANIZATIONAL STRUCTURE OF ADVERTISING AGENCIES The Communication Process From our first cry at birth our survival depends on our ability to inform or persuade others to take some action.
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