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

REVIEW QUESTIONS

  1. Explain the communication process and factors that can interfere with interpretation of messages.
  2. What is the perceptual process and how does it relate to promotion?
  3. What is the difference between encoding and decoding a message?