Advertising

Review this chapter, which you read earlier in the course. It discusses different methods of communication employed by businesses to reach their customers, the types of message strategies commonly used, and budgetary issues that companies must consider. This time, answer the discussion questions at the end of the chapter.

Factors Influencing the Promotion Mix, Communication Process, and Message Problems

LEARNING OBJECTIVES

  1. Understand that different factors can affect the promotion mix.
  2. Understand the communication process.
  3. Understand different types of message problems.