You are the promotions director for Back to Nature Crispy Wheats, baked snack crackers . Describe the steps in the communication process in your promotion campaign, using specific examples of the actions that will take place in promoting the crackers.
What will be an ideal response?
| 1. | The sender encodes ideas into a promotional message. In this case, the promotions director at Back to Nature Farm is the sender of the message and may hire an advertising agency to create or encode an advertising message. |
| 2. | The message is transmitted through a channel, or communication medium. Back to Nature's promotion may be carried by television, radio, magazines, newspapers, billboards, or other media. |
| 3. | The message may or may not be received by the intended target market. The audience may not be exposed to the channel. |
| 4. | Receivers decode the message by interpreting the contents of the promotion. Messages may or may not be properly decoded. When people receive messages, they tend to manipulate, alter, and modify the messages to reflect their own biases, needs, knowledge, and culture. |
| 5. | The receiver's response to a message is feedback to the source. In mass communications, feedback is indirect rather than direct. Back to Nature may need to conduct marketing research to see if the audience can recognize, recall, or state that they have been exposed to the message. |
| 6. | Any phase of this process may be hindered by noise, such as competitors' advertisements. |
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