Transcript No Slide Title

Promotion
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Slide 1
Encoding
Decoding
Noise
Part of publicity
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Slide 2
Publicity
The generation of awareness about a product
beyond regular advertising methods.
Usually less costly than advertising because
sometimes the message is spread for free by
a newspaper article or TV story.
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Chpt 13 in the Marketing 106 course
Slide 3
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Slide 4
Part of creating attention, and
developing interest, is to
“encode” your message in a very
unusual way compared to other
advertising
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Slide 5
Effective Communication
Encoding
• means to make a code
• the process of making your message,
and hoping you do it so it will be
understood
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Slide 6
Encoding the message can be
tricky
• Sometimes companies use very exciting
or controversial images to get people’s
attention as part of “encoding” the
message
• Benetton, (mentioned on page 391 in the 11 edition of Marketing by Wong
et al) has become famous for doing things
to encode their message
th
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Slide 7
Encoding the message can be
tricky
•What is
the
message
here?
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Slide 8
Effective Communication
Decoding
• means to break a code into language you
can understand
• the process of the customer listening to a
message, and being able to correctly
figure out what the advertiser wants you
to know, or do
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College
Promotion
Slide 9
Effective Communication
Noise
• distractions that reduce the effectiveness
of the communication
• things which make an ad, useless
because people don’t get the message
clearly
• eg. Competition from similar ads
Chpt 13 in the Marketing 106 course
Copyright, Professor W.T.G. Richardson, Seneca College