Slide 1 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Encoding Decoding Noise Part of publicity

Slide 2 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College 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. Publicity

Slide 3 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College

Slide 4 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Part of creating attention, and developing interest, is to “encode” your message in a very unusual way compared to other advertising

Slide 5 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Effective Communication Encoding Encoding means to make a codemeans to make a code the process of making your message, and hoping you do it so it will be understoodthe process of making your message, and hoping you do it so it will be understood

Slide 6 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Encoding the message can be tricky Sometimes companies use very exciting or controversial images to get people’s attention as part of “encoding” the messageSometimes 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 th edition of Marketing by Wong et al) has become famous for doing things to encode their messageBenetton, (mentioned on page 391 in the 11 th edition of Marketing by Wong et al) has become famous for doing things to encode their message

Slide 7 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Encoding the message can be tricky What is the message here?

Slide 8 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Effective Communication Decoding Decoding means to break a code into language you can understandmeans 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 dothe process of the customer listening to a message, and being able to correctly figure out what the advertiser wants you to know, or do

Slide 9 Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Effective Communication Noise Noise distractions that reduce the effectiveness of the communicationdistractions that reduce the effectiveness of the communication things which make an ad, useless because people don’t get the message clearlythings which make an ad, useless because people don’t get the message clearly eg. Competition from similar adseg. Competition from similar ads