Communication

• What is communication defined as?

  The giving or exchange of info
• What does Henry David Thoreau imply about communication?

  It requires both a speaker and a listener
• What does Bernstein (1984) suggest about companies and communication?

  Companies communicate whether they want to or not
• According to Beaton (2017), what do companies seek in employees?

  People with excellent communication skills
• How does Egan (2015) define marketing communications (Marcoms)?

  Means by which suppliers represent themselves
• What characterizes effective communication?

  The recipient comprehends the sender's message
• What is ineffective communication?

  When the message is misunderstood or rejected
• What must a sender identify before communicating?

  The target audience and their message reception
• What is necessary for a message to be effectively received?

  A clear route or channel for communication
• What does the sender need to confirm about the message?

  That it is received and understood
• What are Marcom tools?

  Processes for developing communication stimuli
• What does media refer to in communication?

  Channels through which communications are carried
• What are the components of the Marcoms mix?

  • Advertising
  • Sales promotions
  • Direct marketing
  • Personal selling
  • PR and publicity
  • Word of mouth
  • Interactive marketing
  • Events and experiences
• What is advertising characterized as?

  A non-personal form of mass communication
• What is a potential drawback of advertising?

  Low degree of persuasion and credibility
• What is sales promotion used for?

  To generate a specific response through incentives
• What is a positive effect of sales promotions?

  Adds value for consumers and boosts sales
• How is personal selling defined?

  An interpersonal tool to inform or persuade
• What does PR aim to achieve?

  Mutual understanding between organizations and publics
• What is the definition of PR according to CIPR (2024)?


  Deliberate effort to maintain mutual understanding
• What are the types of PR mentioned?

  Crisis communications, media relations, community relations
• How are events defined?

  Happenings constructed to achieve a purpose
• What characterizes events according to Van de Wagen (2007)?

  Complex social endeavors with fixed deadlines
• What are the purposes of events?

  • Commercial
  • Non-commercial
  • Political
  • Formal
  • Informal
  • Sustainable
• What is the Shannon-Weaver model related to?

  It is a communications model
• What does the Hypodermic Syringe Model describe?

  Communication as the transfer of ideas
• What is the role of advertising?

  To influence consumer behavior through information
• How is PR described in terms of reputation?

  It is the result of actions and perceptions
• What are the types of PR mentioned in the study material?

  Crisis communications, media relations, community relations
• What is the purpose of crisis communications in PR?

  To manage communication during emergencies
• What is the goal of community relations in PR?

  To build relationships with local communities
• What does CSR communications focus on?

  Corporate social responsibility initiatives
• What is the focus of internal communication in PR?

  Communication within the organization
• What is the purpose of events in marketing communications?

  To bring people together for a defined purpose
• How are events characterized according to Jackson (2013)?

  As happenings constructed for a purpose
• What is a key characteristic of events according to Van de Wagen (2007)?

  They involve numerous stakeholders
• What are the different purposes of events mentioned?

  Commercial, non-commercial, political, formal, informal, sustainable