Blackwell Reference Online

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Organizations are involved in a range of marketing communications exchanges; for example, a manufacturer may communicate with its intermediaries, customers (existing and potential), and various publics. Its intermediaries communicate with their customers and various publics. Customers engage in word‐of‐mouth communications with other customers and consumers, and each group can provide communication feedback to every other group, especially through the marketing research activities of organizations. Marketing communications comprise a mix of techniques or tools known as the communications mix (sometimes referred to as the promotional mix), by which a message is delivered from one party in the communications exchange to another. Schramm (1971) was one of the first to discuss the marketing communications process. This is summarized in Kotler (2003) . This model answers the following questions: (1) who (2) says what (3) in what channel (4) to whom (5) with what effect? All communications involve “senders” and “receivers,” the “senders” being concerned with messages and channels, i.e., the ways in which messages are carried/delivered to an audience. Marketing communicators require that the message sent is the one that is received, but they are aware of consumers' selective processes (of exposure, attention, distortion, and recall), and intervening variables, referred to as ... log in or subscribe to read full text