Noise minimization

Communication channel 

Sharing of meaning

Encoding process 

Decoding process

Transmission

The coding process

Noise

Decoding

Recoding

Sales promotion offers the potential benefits of cost efficiency, repetition, and adding product value, and slow feedback is a disadvantage of public relations.

Advertising offers the potential benefits of cost efficiency, repetition, and adding product value, and slow feedback is a disadvantage of public relations.

Personal selling offers the potential benefits of cost efficiency, repetition, and adding product value, and cost is a disadvantage of public relations.

Public relations offers the potential benefits of cost efficiency, repetition, and adding product value, and uncontrollability is a disadvantage of public relations.

Advertising offers the potential benefits of cost efficiency, repetition, and adding product value, and media cost is a disadvantage of public relations.

Critical issues among a significant portion of target market members

Product benefits among consumers who lack the authority to buy

Marketing issues among significant marketing executives

Critical issues among a significant portion of the general population

Product benefits among consumers who lack the willingness to spend

Promotion of prices leads to nonprice competition.

Promotion tends to reduce consumers’ price sensitivity.

Promotion of prices intensifies price competition.

Promotion tends to stabilize a product’s price elasticity of demand.

Demand for the product does not increase.

Packaging

Sales promotion

Advertising

Personal selling

Public relations

Offset competitors’ promotional efforts

Stimulate primary demand

Reduce sales fluctuations

Facilitate reseller support

Retain loyal customers