The marketing communication process as applied to promotional strategy.
The sender of the message is the marketing manager or the message as advertising copy, publicity material, sales promotion displays or sales presentation, print media like press or magazine or electronic media like tv radio & films or a salesman who makes presentation may be used for delivering the message. The decoding step involves the consumer’s interpretation of the message.
The consumer response is known by undertaking a market research study or by analyzing the sales reports.
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