Question

The answer to your essay must be written in complete sentences and be comprehensive in nature. Your answer should be between 200-225 words.

Please answer ONE of these questions: 1. Explain the communication process: include a discussion of the major objectives of promotion and the four major promotional mix elements.

OR

2. Describe and give examples of the major types of advertising, and discuss how they are similar and how they differ.

Answer 1

COMMUNICATION is the process by which individuals exchange information, opinion, by way of the verbal, non-verbal, written medium. In Promotion, the communication process is very important as effective communication will lead to inform the customers about the product, persuade them to buy, launch a new product, help in facing competition, create or improve the image.

Process-

1.Sender.He is the one who generates the message, thus, the individual who initiates the communication process.

2.Message.It is the information, idea, feeling, that the sender wants to communicate. Under the promotion, the information about the product constitutes a message.

3.Encoding.It is a step in which the message is converted by the sender into some other form that may be verbal, non-verbal, written. This includes pictures, words, images, etc.

4.Media.After encoding the message, the message is transmitted through a medium. This medium is decided by the sender on the basis of its objective.

5.Decoding.It is a step of converting the encoded message into the same meaning as intended by the sender.

6.Receiver.He is the last person of this process to whom the message was to be communicated by the sender

7.Feedback.It is the stage at which the receiver confirms the sender that he has received the message and understood it.

The effectiveness of four major promotion mix elements such i.e. Advertising, Personal Selling, Sales Promotion, Publicity also depends upon the effectiveness of the communication process.