HOW DOES MARKETING COMMUNICATION WORK ???
Ch16 how does marketing communication work
Aug 12, 2015
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HOW DOES MARKETING
COMMUNICATION WORK ???
2 MODELS
• MACROMODEL
• MICROMODEL
MACROMODEL
SENDER RECEIVER
Sender Encoding Media
Decoding
Receiver
Feedback
Response
Message
Noise
Sender’s field of experience
Receiver’s field of experience
EFFECTIVENESS
MACROMODEL OF THE COMMUNICATION PROCESS
Very Important!!
MICROMODEL
CONSUMER’S RESPONSE
MODEL
HIERARCHY OF EFFECTS MODEL
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