By: Gus Minkin, Breaun Randle, Chase Abendschoen

The Communication Process  Effective Communication is the exchange of information so there is common understanding by all participants  Communication begins with the “sender” that has the information to communicate to the “receiver”  The “sender” must choose the “communication channel” where the information will be transmitted  Preparing the information to be communicated is called “encoding”  When the information is received and interpreted, it’s called “decoding”  The receiver response is called “feedback”

Communicating Through Promotion  Promotion, any form of communication used to inform, persuade, or remind, is an important part of communication  Business decides what information to provide to persuade consumers to make a purchase  Businesses present information in promotional message like an advertisement  Common promotional channels are advertising media, salespeople, and the Internet  Promotion can be made more effective when businesses choose target markets and studying needs  Early messages get attention, later promotions compare to competing brands

Personalized Promotion  Personalized promotion is most effective and most expensive form of marketing communication  The most well-known form of personalized promotion is personal selling, direct, individualized communication to access customer needs and provide them with right product or service  When preparing for a sale, a salesperson will get information on the customer they are meeting  In these meetings, the salesperson ask questions, provides information, and demonstrates the product  The salesperson also help the customer make a decision to purchase

Mass Promotion  Mass promotion is directed to many people at the same time  People from same target markets have same like needs  Much less expensive the personalized promotion  Advertising is the most known and used type of mass promotion. It is a paid form of communication through mass media directed towards consumers to provide information and influence their decisions  Most advertisements do not result in an immediate sale  Other types of mass promotion are publicity, public relations, and sales promotion

Mass Personalization  Mass personalization is a combination of mass and personalization promotions  Begins through mass media such as newspapers, mass mailing, or the internet  If they interests consumers, the company provides easy-to-use method for personalized information  Businesses also use online surveys to gather information about consumers  Consumers can be sent specific information via

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