Advertising and Theory Test 
Advertising and Theory
*Chapter 5
*The Communication Process -‐Source -‐> encoding -‐> message -‐>channel -‐> decoding -‐>receiver
*Applying the communication process to advertising
-‐The source
-‐ultimately: the organization that has information it wishes to share with others
-‐the sponsor of the advertising
-‐receiver’s perception is important, so the spokesperson must be knowledgeable, trustworthy and relevant
-‐The Message
-‐words and symbols, verbal and nonverbal
-‐message is encoded so the receiver understands what’s being communicated
-‐The Channel
-‐the means to send the encoded message
-‐Personal channels: personal selling
-‐non personal channels: mass communication (tv, radio, etc)
-‐The Receiver -‐usually the consumer, advertiser must be concerned with how the receiver decodes the message
-‐Noise -‐anything that can interfere or block the decoding of the message -‐other advertisements or non commercial messages
-‐Feedback
-‐verifying the message was received, survey responses
-‐redeemed coupons
-‐phone inquires, clicks on a banner ad
-‐store visits
*The Keys to advertising Strategy -‐Knowing the consumer -‐Consumer behavior: the mental and emotional processes and the physical activities of people who purchase and use goods and
*Chapter 5
*The Communication Process -‐Source -‐> encoding -‐> message -‐>channel -‐> decoding -‐>receiver
*Applying the communication process to advertising
-‐The source
-‐ultimately: the organization that has information it wishes to share with others
-‐the sponsor of the advertising
-‐receiver’s perception is important, so the spokesperson must be knowledgeable, trustworthy and relevant
-‐The Message
-‐words and symbols, verbal and nonverbal
-‐message is encoded so the receiver understands what’s being communicated
-‐The Channel
-‐the means to send the encoded message
-‐Personal channels: personal selling
-‐non personal channels: mass communication (tv, radio, etc)
-‐The Receiver -‐usually the consumer, advertiser must be concerned with how the receiver decodes the message
-‐Noise -‐anything that can interfere or block the decoding of the message -‐other advertisements or non commercial messages
-‐Feedback
-‐verifying the message was received, survey responses
-‐redeemed coupons
-‐phone inquires, clicks on a banner ad
-‐store visits
*The Keys to advertising Strategy -‐Knowing the consumer -‐Consumer behavior: the mental and emotional processes and the physical activities of people who purchase and use goods and