Percepcja przekazów marketingowych jako element procesu komunikacji marketingowej

• Authors: Katarzyna Stochniałek-Mulas

Title variants

EN

PERCEPTION OF MARKETING MESSAGE AS PART OF THE MARKETING COMMUNICATION

• Languages of publication: PL

Abstracts

EN

Creating and then move to the market of ideas about the company and its offer is defined as marketing communications. Communication is a process that consists of three basic elements. They are: sender, receiver and transmission. The message is passed from sender to receiver through the communication channels by using the media. The purpose of message is to induce the recipient to decode the message and adopt a particular attitude. But the interpretation of coded information flowing to the potential recipient is dependent on the form of mental activity, which allows for define of stimuli contained in the transmission, that is perception. Therefore, the sender of message to increase the power of transfer often used persuasive message. This means that it is able to manipulate people and subject them persuasive treatments without having to resort to physical force.

Keywords

EN

MESSAGE; DECODING; PERCEPTION

• Publisher: Wydział Zarządzania - Uniwersytet Gdański
• Journal: Zarządzanie i Finanse
• Year: 2012
• Volume: 2
• Issue: 2
• Pages: 151-163

Contributors

author

Katarzyna Stochniałek-Mulas

• Katedra Zarządzania Finansami Przedsiębiorstw, Wydział Nauk Ekonomicznych, Uniwersytet Ekonomiczny we Wrocławiu